Potential Partners for Running Event

Potential Partners for Running Event

The benefits of running remain innumerable, for both physical and mental health. The 2018 meta-analysis reports have also confirmed that an average runner has a 25%-30% less mortality rate than a non-runner with expert medical care. The need for running every day for at least 10-30 minutes is being prioritized by doctors, therapists, and also the government, and the ministry of health. The media too does not lag behind in raising awareness among the people about maintaining a healthy body and mind. Moreover, the recent pandemic changed the health dynamics, and made people all across the world very conscious regarding their health, what could possibly be a more hassle-free exercise than running to improve the overall cardiovascular system?

Countries like New Zealand, United Kindom, etc. had been organizing nationwide running events for over a decade, attracting thousands of participants across the country, who participate without any prior training or age criteria.

For amassing such a nationwide physical activity, the government extends full-fledged support in terms of organizing the events, medical care, flooding, etc. Several welfare charities such as the UK Cancer Research, UNICEF, etc. also organize their ‘run for a cause event. Sports brands to avail big partnerships for the events. But, very often the highest mutual partnership in the nationwide marathons, and other running events can be attributed to the gambling companies.

How Gambling Sponsors Can Influence Running Events

There exists a symbiotic relationship between sporting events and gambling agencies since time immemorial. Countries like the UK often consider sporting events as a hub for betting, and financial influx.
These nationwide running events attract large sections of the audience, who come to either enjoy the thrill and energy of the events or simply support their favourite players. Moreover, countries like the UK encourage and set up entertainment zones at several points in the games. These entertainment zones encourage music, dress-up of local characters, food, drinks, etc., whatever is needed for relaxation purposes in between the games. These entertainment zones are surrounded by large holdings, banners, and posters of the gambling firms, which is quite easy to spot and attract potential customers. In short, the running events act as obvious advertising or marketing grounds for the gambling agencies. Hence, there is an upsurge of revenue annulled in the gambling industry during the events.

Due to the immense financial support from the government agencies that aided in the organisation of the events, all the events are conducted smoothly without any hassles. Moreover, several gambling firms have also been active participants in raising physical awareness among the people. In most situations, the gambling agencies also advertise the running events on their sites to attract more participants. Hence, they lay forth an active network gathering more participants.

Potential Sponsors

Sponsorship of the running events comes from various directions, which implies that besides the government there are big sponsors supporting the event organisation. Sports goods brands, betting sites such as CasinoGap.org, fashion brands such as Nike, Adidas, etc., energy drink brands such as Red Bull, Monster, etc., are among the few to name. Gambling agencies however remain the highest undefeated sponsors. Companies like Betway take pride in sponsoring over 4000 games in the UK alone. Other potential sponsors include:



Bet365 Group Ltd, also known as Bet365 is one of the biggest online gambling companies founded in the UK in the year 200. Founded by Denise Coates, a majority shareholder, this gambling company has over 4000 employees across Malta, Gibraltar, Bulgaria, Australia, Manchester, and its headquarters in Stoke-on-Trent. It generates annual revenue of 2.981 billion Euros, received several honorary mentions such as the ‘Operator of the Year’, etc. The eGaming Review magazine has already ranked Bet365 as ‘number one’ for three years in a row, and also placed it as a part of the ‘Top 50 most influential internet gaming companies’. Bet365 sponsors many sporting events and remains to be an active contributor to the UK running events.

William Hill

The William Hill Casino was founded in 1934 and remains one of the oldest casinos in the world. It is a subsidiary of 888 after the acquisition, which is one of the leading betting and gaming agencies. The company has a long-standing history, with itself changing hands several times, from Sears Holdings(1971) to Grand Metropolitan(1988), Brent Walker(1989), Nomura(1997), CVC Capital Partners(1999). Finally, in 2002, the company found its honorary mention by getting listed on the London Stock Exchange. It has over 12,000 employees and earns annual revenue of 1.324.3  million Euros. William Hill is an active sponsor in various sporting events such as horse racing, golf events, running events, etc.


Betfair is known to operate as the world’s largest online betting exchange. It also offers an array of options, starting from Sportsbook, online casino, poker, bingo, etc. Furthermore, it also avails maximum licensed games on both laptops and mobiles. Founded in June 2000, by Andrew Black and Edward Wray, this huge online betting company was listed as Betfair Group plc. In the London Stock Exchange. Later, it merged with Paddy Power and was christened Paddy Power Betfair(currently, known as Flutter Entertainment). Betfair boasts of having over four million customers and being the first gambling firm to sponsor an English Football Team in 2002. Betfair has always been a key supporter of sporting events. Thereby, it extends its monetary dealings on the running events.