Beijing, China – Infront Sports & Media has successfully rolled out its new mass participation running series for amateur runners in China, with the inaugural events staged in Beijing in August and Shanghai in October. Happy 10K, held across five major cities in China, is proving to be highly popular with participants and regional media as well as leading brands taking up the sponsorship opportunities. The next event takes place this Saturday, 25 October, in Changzhou alongside the West Taihu Lake.
Key element of Infront’s Active Lifestyle strategy
The launch of the Happy 10K series forms part of Infront’s ongoing growth strategy in the active lifestyle segment. Happy 10k consists of five races in total and is a non-competitive and community-oriented event targeted at beginners and families with children. At each event, together with 3,000 participants over 100 families with young children registered for the 3k or the fun run. Also, runners can participate in training sessions in the week before the event, as well as request coaching advice online.
Onsite at the events, up to 20 media from TV, print, and online have been covering the runs, including CCTV Sports, PPTV, Yinhua News Agency, China Daily and Shanghai Sports TV. On the digital side, the launch of Happy 10K was the first time ever that a municipal mass participant run was broadcast live on mobile phones throughout China. Users of handheld devices have been able to access streamed content. As a result, the number of followers for the event on social network Weibo increased to over 40,000 during the first weeks since the launch.
Major brands engaging with runners
Stepping out with a total of four leading brands for the first two events, Happy 10K has proved commercial value from the outset. Coca-Cola (beverages), Jabra (headphones), Met-Rx (energy bar) and ODLO (sports underwear) have all heavily engaged in fan activation. The platform provides sponsors with an immense opportunity to engage directly with the consumer, as a participant or spectator, online or onsite, before, during or after the events.
Ma Guoli, Chairman of Infront China, said: “The first Happy 10k events have confirmed that there is high demand in China for engaging events that provide a unique sports and entertainment experience. As communities become more health conscious, our series offers an opportunity to both take on a new fitness challenge and spend a great time with friends and families. In turn, Happy 10k literally connects sponsors to participants not only at the events but also through the digital platforms, which was widely acknowledged by major brands. Due to the serial nature of the events, there is capacity to remain connected on a long term basis across the running season.”
The next Happy 10K event will take place in Changzhou on 25 October, followed by a further two events in Shenzhen in November and Huizhou in December. Runners can register on the official website www.happy10k.cn and are encouraged to share their running experience by registering in teams with family, friends or colleagues.
About Infront Sports & Media
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football and summer sports, Infront enjoys long-lasting partnerships with 160 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of experienced staff working from 25 offices across 12 countries, delivering 3,400 event days of top class sport around the world every year.