Posted in Events
Sponsor Profile: Brita at the BMO Vancouver Marathon
On Sunday May 2nd, over 14,000 participants laced on their running shoes to challenge themselves and each other in the BMO Vancouver Marathon. Although weather wasn’t on their side, the rain and showers did little to washout the excitement of this event and its sponsor activations. New to the sponsor family this year was Brita. Although seeming to be a natural fit for the BMO Vancouver Marathon, I was pleasantly surprised and quickly impressed to see the unique ways Brita supported this event outside of a traditional product or cash offer.
The multi-year sponsorship commitment Brita made came with the mandate to help the BMO Vancouver Marathon go bottle water free by serving Brita filtered water in biodegradable cups to participants at all water stations throughout the course and at the event site. This is quite the feat considering the amount of garbage that is left behind from paper cups that are normally used. The mandates stems from their FilterForGood campaign which encourages Canadians to make a positive change in their everyday routine by pledging to reduce or eliminate their use of bottled water and switch to reusable bottles.
In addition to an environmental commitment, Brita also gave back to the runners and community by sponsoring the Brita Sport Expo. Located at the Concord Place site, this free area featured a good variety of fitness-related exhibitors along with the 2010 BMO Vancouver Marathon Speaker Program. The multi-day programming offered runners the opportunity to listen to motivating stories and learn a range of running tips.
Amongst the variety of onsite sponsor activations at the Brita Sport Expo a couple of cause marketing initiatives were worth mentioning such as The Greater Vancouver Food Bank who handed out free dry-fit running shirts to people that brought a canned food donation, and the Vancouver Downtown Eastside Foot Clinic in partnership with PODS who asked people to donate their old running shoes.
In the end a great sponsorship showing by Brita as they came to the table with value add activations for the event, the environment, and the local community.