NN Sponsorship Activation
@ Bucharest International 10K
Bucharest
International10K
Built on the inspiration of Olympic Gold marathon medalist Constantina Dita, Bucharest International 10K was created to promote health and fitness, offer opportunities to competitive Romanian and international elite athletes, support local charities, and promote Bucharest and Romania as international destinations.
The event course was designed to start and end at the Triumph Arch, and showcased some of most popular landmarks in Bucharest. With this idea in mind, we created the most beautiful and fastest running race in Romania, aiming for IAAF Gold label in the near future.
NN Sponsorship.
NN is a major insurance and investment management company headquartered in the Netherlands, and active in over 18 countries, with a strong presence in Europe and Japan.
During the intro meetings, we quickly learned about NN’s involvement in the popular running races, their unique vision to empower the participants, and on the long run, to be part of running performance by creating NN Running Team (the recent record-breaking performance of Eliud Kipchoge, who is part of the NN Running team, fulfilled this ambitious goal). NN was the perfect match for the event, and we agreed on a partnership focused on their “You matter!" campaign.
Challenges.
With only 100 days from the idea to the event day, setting a brand new, high-level race, on one of the busiest roads of an European capital, raised major challenges from both organizational and sponsorship activation perspective.
The sponsorship activation for NN was a race itself, with clear goals and demanding measurable results. NN wanted to be THE sponsor of the most beautiful race in Romania, with a bold presence throughout every level.
NN Sponsorship Activation.
Working closely NN’s marketing team, we were able to deliver an incredible race and an effective sponsorship activation that included the following:
Naming rights – NN Bucharest International 10K. NN branding – exclusive for official logo, technical race shirt, medals, bibs, goodie bags, water bottles, hats, Start/Finish, side banners. NN branding color elements were implemented in all the event branding, advertising, print, social media.
6 Olympic Gold medalists and Bucharest’s mayor inaugurated the race by cutting the NN branded inauguration ribbon.
Extensive Media (TV, Social networks, Print, Billboards) all featuring the Olympic Gold medalist Constantina Dita and NN branding.
VIP area NN branded open for VIP guests, elite athletes.
NN branded pictures for all participants throughout the race.
NN leadership was a central presence at the award ceremony, NN Romania CEO handed out the trophies for the elite podium, and had a presentation/speech opportunity.
Race Expo, official race announcement and elite athlete presentation all NN centric.
NN “You matter!” Zone: NN branded photo opportunity with elite athletes, guest celebrities.
NN Recovery Zone: area for post race recovery, stretching, and massage with professional athletic therapists for amateur participants and elite athletes.
Post event participant survey designed for NN.
VIP Party – NN branded theme, with partners awards designed with NN logo.
NN internal activation: newsletters, NN running team, NN sponsored influencers campaign, Social media campaign.
For more information, please contact us here.
Legendary Powers - Sports Marketing / Management / Sponsorship
