Running USA Releases Next Edition of Event Management Study Focused on Marketing and Sponsorship

December 5, 2025

Data reveals trends in sponsorship growth, digital marketing investment, and new approaches to partnership value

December 5, 2025 /ENDURANCE SPORTSWIRE/ – Running USA has released Part Two of the 2025 Event Management Study, exploring 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. Download the report here.

On Dec. 18, Running USA will host a webinar sharing key findings from the study. Join the event here.

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.

Key Insights

Sponsorship remains essential, but unevenly staffed. Most organizations dedicate just one full-time staffer or contractor to sponsorship, and 19% report having no dedicated support.

Cash still leads sponsorship value. Across all events, cash sponsorships make up 61% of total value, while in-kind contributions account for 39%. The average title sponsor contributes about $50,000.

Digital marketing drives returns. Marketing budgets average 18% of total organizational spend, with top-performing channels including direct email marketing, paid social media, and community outreach.

Smaller teams, smarter tools. Most organizers handle marketing in-house (62%), leveraging platforms like RunSignup, Race Roster, and Mailchimp. A growing focus on measurable engagement and storytelling reflects a shift toward data-driven, community-connected marketing.

The Running USA Event Management Study: Marketing & Sponsorship Edition provides an in-depth look at the data, challenges, and innovations shaping race marketing and partnership strategies in 2025. Download the report today.

About Running USA

Running USA is a non-profit that serves as the leading trade organization for the running industry in North America and hosts the nation’s preeminent industry conference annually. Through education, research, best practices and data, Running USA is committed to supporting and facilitating growth, diversification and excitement in running communities everywhere. We promote networking and idea-sharing between event organizers, sponsors, vendors and athletes. Running USA is a member of a global alliance of organizations focused on the betterment of the global running community including the Running Industry Alliance and European Athletics. For more information, visit runningusa.org.