Sports maketing research company Repucom has signed two deals with Procam International, sports and leisure management company.
Repucom will provide sponsorship evaluation and social media intelligence for Procam International’s elite marathon events, Airtel Half Delhi Marathon (AHDM) and the Standard Chartered Mumbai Marathon (SCMM), which is often deemed Asia's largest marathon.
The tenth edition of the Airtel Half Delhi Marathon took place on Sunday, 22 November. The event attracts the biggest names in the field of distance running such as Kenyan running star, Edwin Kipyego and Atsedu Tsegay from Ethiopia, who broke the course record last year with the time of 59:12. Winner of last year’s half marathon event, Florence Kiplagat from Kenya and 2013 champion, Wude Avalew of Ethiopia, are other big names in the women’s race who were also expected to compete.
As part of their leading expertise in research, Repucom are conducting a Catalyst to measure the activation in the form of a 20-day Treadmillion Challenge in over 30 locations in India, that lead to the main event which attracts large audiences in the country’s capital city.
Catalyst is a framework used by Repucom, that analyses the effectiveness of on-site activation in the context of sponsorships which generates key insights on property engagement and attendee profiling, activation diagnosis and impacts on brands.
The twelfth edition of the SCMM will be held on 18 January 2015. In 2010, the event was given the IAAF Gold Label Road Race status, the highest recognition of organisational excellence for a road race. The course records set in 2013 were the fastest times ever run for a marathon in India in both men's and women's categories – 2:09:32 by Jackson Kiprop of Uganda and 2:24:33 by the women's winner Valentine Kipketer from Kenya.
Sporting icons such as Michael Johnson, Linford Christie, Steve Ovett, Paul Tergat, Dame Kelly Holmes, Gail Devers, Gabriela Szabo, Kapil Dev, Vijay Amritraj, Aravinda DeSilva, Javagal Srinath, Anju Bobby George, have been SCMM event ambassadors. Bollywood superstar John Abraham has also been the event's Indian Brand Ambassador.
Repucom’s Senior Vice President, South Asia and Director, India, Joseph Eapen, said, “We look forward to collaborating with Procam International in their premier marathon events and provide innovative research and intelligence. The tool, Catalyst is unique and employs a consistent methodology and questions set to measure activation, effectiveness across different types of sponsorship, brand portfolios and territories, which will greatly benefit Procam International and increase visibility and awareness of their flagship events.”