Product Description
Part Two of the 2025 Event Management Study from Running USA explores how running event organizations are evolving their marketing and sponsorship strategies to drive growth and engagement. Building on insights from the first installment, which focused on operations, this edition takes a deeper look at how races of all sizes are allocating budgets, structuring partnerships, and measuring impact in an increasingly competitive endurance landscape.
The report draws on responses from 53 race organizers and industry professionals across 26 states, representing both nonprofit (55%) and for-profit (45%) organizations. Nearly half of respondents are race directors, with others serving as executive directors, marketing leads, or sponsorship specialists—collectively representing more than 16 years of average experience in the running industry.
“This report gives organizers the kind of clear, actionable data they need to navigate a changing sponsorship and marketing landscape. Whether you’re a large established race or a small team juggling multiple roles, this report can help you make more informed marketing decisions and build partnerships that truly support your mission,” said Michael Clemons, Running USA Director of Operations and head of research for the organization.