For more than two decades now, I have been running an average of about 20 road races a year, and practically every one of them benefits at least one local or national charitable organization.
As an athlete, it’s not necessarily the first thing you think about at a race, but besides all the physical training you have behind you, the idea that your entry fee (or at least a percentage thereof) is going to some worthy cause can’t help but serve as a strong, underlying motivating force. Of course, any such philanthropy is probably an afterthought for some runners – understandably. After all, we’re preoccupied with our performance. We’re running for time and place.
But if you’ve competed in as many 5K races as I have, you come to realize you’re also running for something more than just another free tee shirt, ribbon or – if you’re really fast – trophy. You’re making strides against disabilities and diseases and hunger and homelessness. You’re putting one foot in front of the other for some seemingly interminable distance in memory and honor of those heroes among us.
Yes, personally, that’s what you come to realize. But that’s also what many smart businesses have come to realize, too, which is why so many of them today are heeding the principles of cause-related marketing and sponsoring road races to enhance their reputations as well as brand loyalty.
For instance, Savings Bank Life Insurance (SBLI) of Massachusetts is doing well by doing good with its sponsorship of the legendary Falmouth Road Race, a 7.1-mile seaside jaunt from Woods Hole to Falmouth Heights. This race makes donations to a number of local organizations, including sports teams, youth groups, scholarship committees and healthcare facilities.
Sovereign Bank has recently assumed the title sponsorship of the Cape Cod Marathon, called by Runner’s World “one of the 10 most scenic marathons in the USA.” In 2003, beneficiaries included the Penikese Island School (a private, independent and Massachusetts-accredited Chapter 766 secondary school for troubled adolescent boys), the Police Athletic League and the Falmouth Jewish Community Center, among others.
Eastern Bank sponsored last spring’s 5K Road Race to Benefit the The Doug Flutie, Jr. Foundation for Autism, a non-profit organization that, as part of its mission, aids financially disadvantaged families who need financial assistance in caring for their children with autism.
The 28th running of Boston’s Tufts Health Plan 10K for Women is staged every fall on Columbus Day. After the 2004 edition of the race, a $10,000 cash grant will be presented to EncorePlus, a YWCA Boston program that supports women who are under- or uninsured and at greater risk for breast and cervical cancer.
Caliper Life Sciences and Sodexho were principal sponsors of the most recent Art Doyle Road Race, held annually in memory of Dr. Arthur M. Doyle, who served as Vice President of Academic Affairs at Framingham State College for 34 years, and was an extraordinarily popular, longstanding member of the Greater Framingham Running Club. Race proceeds go to The Arthur M. Doyle Scholarship Fund.
And, finally, I just sent in my entry fee for the 7th Annual 3.5-mile Monster Road Race, a fun, Maynard, MA-based event held to benefit the Boys and Girls Club of Assabet Valley.
That’s just a small percentage of all the road races in Massachusetts, but enough of a sampling to see just how big the opportunities are for both runners (physical) and sponsors (fiscal). Each is contributing to the greater good of society while still fulfilling their own respective needs. And that’s a win-win proposition, if ever there was one.
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