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The Rise of Endurance Events With Millennials

Whether you’ve noticed or not, endurance events have become increasingly popular. We’re talking 5Ks, marathons, triathlons and the ultra trendy fun-runs to name a few. Millennials (born between 1980-2000) make up the nation’s largest living generation as well as a large majority of running event participants.

Many of the companies who sponsor these events are seeking to stand out against their competitors & associate their brands with the Millennial consumer. However, it’s pretty much an art form in and of itself to market to Gen Y. The Millennial consumer has increased brand expectations and it’s important that brands tap into their emotional values while steering clear from traditional marketing strategies.

According to the Millennial Running Study:

  • Physical fitness and mental health holds a large importance to this group.
  • Millennials crave adventure and physical challenges.
  • They’d rather splurge on experiences than materials.
  • Runners are more likely to participate if incentives are provided.
  • Although they’re known as “Generation Me” Millennials are philanthropic in nature making them more likely to serve a cause or bring awareness to an issue compared to generations before.

One company who is kicking ass is PepsiCo, the leading sponsor for the endurance sports community. While owning 22 billion-dollar brands such as Aquafina, Naked Juice, & Gatorade, PepsiCo dominates at providing fuel and hydration to their health conscious Millennial athletes. Other sponsors attract Millennial participants by offering low registration fees, spectator opportunities, cool swag & other health focused incentives. And although Millennials are philanthropic by nature they’re more likely to join a race for the experience they’ll gain from it, and less on the cause it supports. But, having both the experience and a cause make these events a home run with the younger demographic. 

MoZeus works with many different brand types to create meaningful ways for companies to connect with consumers at endurance events. This includes great photo opportunities, games, as well as online engagements both before/after the event.

Rachel Robinson is one of MoZeus’ summer interns. She holds a BA in Communications from the University of West Florida and is looking forward to a summer of epic-ness here at MoZeus.