Journal · Notes
What we're working out.
Short notes on destination marketing through sport, how the commercial side of an activation is put together, and how we shoot it.
All notes
Read by subject.
Written in-house. Opinions, not research papers. Where a number matters, we publish it only once it is ours to publish.
Destinations · 4 min read
Only 1% got in through New York's draw. The demand is the product
The New York City Marathon just became the first with more than 60,000 finishers. The more useful number for other destinations is the 240,000 who applied.
Talent · 4 min read
HYROX is joining the Olympic family. Its athletes just became national
World Triathlon has recognised Hybrid Racing as a discipline, with HYROX running the elite championships and an Olympic ambition on paper. For athletes, the word that matters is national.
Destinations · 5 min read
Venice's marathon sends visitors where they never go
The 40th Venice marathon drew a record 24,000 runners, 70% of the marathon field from abroad. The smartest part is where the course takes them.
Brands · 3 min read
Salomon bought the race. Now it has to earn the run.
From 2027, a mountain brand puts its name on triathlon's biggest race. The cheque gets it onto the course. The athletes have to get it believed.
Destinations · 4 min read
A race is the only campaign with a date on it
Destination marketing usually asks people to come some time. An event asks them to come on a Saturday. That is the whole difference.
Destinations · 5 min read
Four parties, one agreement
Destination, event, brand, athlete. Each has money or value to bring, and each wants something different from the same weekend.
Brands · 4 min read
Credibility is the media buy
In endurance sport, an audience can tell within one frame whether the person on screen actually does this. Reach cannot fix that.
Destinations · 3 min read
HYROX gave destinations an indoor season
A racing format that fits inside an exhibition hall travels to cities in months when nothing else does.
Destinations · 4 min read
Winter beyond the lift pass
Ski mountaineering and cross-country reach an audience that is younger, fitter and cheaper to talk to than the alpine market.
Craft · 5 min read
How we shoot a race weekend
One crew, one plan, and a rule that the athlete's race comes first. Everything else is scheduling.
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Occasional working notes on destination marketing, sport and commercial partnerships.
