Triathlons and other mass participation events are sustainable during the economic crisis, increasingly delivering value back to sponsors. The London Triathlon is reportedly growing by 10% a year. The event, which began in 2003, is now held over two days and has in excess of 11,000 competitors and 30,000 spectators.
According to Nick Bitel, CEO for the London Marathon, Unilever’s Flora, well-known for its branding of the iconic marathon, saw its sales and market share increase as a direct result of its sponsorship. The Flora sponsorship of the London Marathon began in 1996 and ends in 2009. Earlier this year, Virgin Group signed a
