29 / 32
Why is investing in running worth it?
Krakow – the sports market leader
Work together with the best!
The PZU Cracovia Marathon, the PZU Cra-
covia Royal Half Marathon, and the PZU
Three Mounds’ Run are exceptional events
which provide an opportunity for promo-
tional activities, with costs being lower than in
the case of traditional advertising methods.
The presence of the running events in the
Polish media has gradually increased over
time. According to the “Polskie Maratony”
media report from2014,
4500press releases
were published
, concerning 27 Polish mara-
thons.
2830 of which were about the Cra-
coviaMarathon
(the majority of which were
published in theTV, radio and on the Internet).
The Advertising Value Equivalency (AVE)
for the Cracovia Marathon amounted to as
much as 5 million PLN
.
■
The Sponsorship Section is a part of the
Marketing and Sporting Events Organisa-
tion Department at the ZIS. For many years
we have been cooperating in the field of
sports sponsorship with the largest com-
panies from Krakow and the whole coun-
try. Up to this point, our offer was selected
by companies such as PKO Bank Polski, PZU
SA, Skandia, Timex, ASICS, 4F, Salomon, Su-
unto, New Balance, EDF, Wawel, Coca-Cola,
4 Move, Chiquita, Barilla, Renault, FIAT, M1,
Radisson, Grupa Orbis, LOT, Mc Donald’s,
Uzdrowisko Kopalnia Soli Bochnia, Lubella,
Czanieckie Makarony, Dawtona, Carrefour,
Decathlon, Lewiatan.
The higher the media presence of our
events, the more visible our sponsors are.
This is why, when drawing up plans of our
informational and promotional campaigns,
we select the best and the most popular
media, in order to reach the largest pos-
sible group of recipients with our message
and names of our sponsors. Moreover, apart
from standard media we also employ non-
standard means of communication (ambient
marketing, contests, games, activities).
■
Running has taken Poland by storm. Over
3 million Poles spend their free time actively
by running. We run in order to lose weight,
to remain healthy, to rest after a stressful
day at work. We run regardless of our age,
gender, education or place of residence. Ac-
cording to the website MaratonyPolskie.pl,
in 2015,
3942
running events took place
throughout the country. The potential of
such a large target group is not to be under-
estimated from the standpoint of marketing
activities.
According to the estimations, the running
market in Poland is worth approximately
2.2 billion PLN
, with its value increasing
by 30% every year.
According to a report by the Polska Biega
portal, the statistical Polish runner is a male,
who lives in a large city, works, runs 2-3
times a week, uses a running application
and listens to music while running. Polish
runners appreciate quality and comfort.
Over 80% of respondents claim that it is
worth paying more for high-quality prod-
ucts. Almost 60%admit that they like to try
new products, gadgets or services. What’s
interesting, over half of Polish responders
admit that they perceive companies that
are involved in sponsorship as better than
those which do not engage in such activities.
Every third respondent declares that they
would willingly buy products of a company
involved in sponsorship rather than one that
is not.
■
3942
running events
in Poland in 2015
2.2 billion
PLN
– worth of the running market
in Poland
⅓
of responders prefer to buy
products of sport sponsors
5 million
PLN – the
Advertising Value Equivalency (AVE)
for the Cracovia Marathon in 2014
29