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B. International Marathon “Alexander the Great”

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B. International Marathon “Alexander the Great” Contents 1. English version…………………………………………………………………………………..……..3 i. Greece………………………………………………………………………………………………3 ii. Belgium…………………………………………………………………………………………....9 iii. Netherland………………………………………………………………………………….…..18 iv. Italy………………………………………………………………………………………………….23 v. Lithuania………………………………………………………………………………………....31 2. Greek version……………………………………………………………………………………………41 3. Belgian version………………………………………………………………………………………….45 4. Dutch version…………………………………………………………………………………………….57 5. Italian version…………………………………………………………………………………………….62 6. Lithuanian version………………………………………………………………………………………68 2 1. English version i. Greece A. Run Together The “Run Together” sport event considered as a local fun race venue in Thessaloniki city. It established in 2018 and bided in Thessaloniki and Athens the first Sunday of March. The aim of this event is to motivate individuals to participate in the race with his/her friend, wife/husband or parent and kids and to live a unique experience. 3 The organizers are private companies of sport wear industry (Intersport & Saucony) and states bodies (Municipality of Thessaloniki & Helexpo-National organization for fairs). There are four categories to run a) Man to Man, b) Male to Female, c) Female to Female and d) with kid/s into three routes of 3, 6 and 9 kilometers. Approximately, last year had 300 participants who ran in the center of Thessaloniki. During the venue there are several activities for someone to experience, such as fitness workshops, music stage, tests for new sport wears and kids activities (e.g. face painting). Even though “Run Together” considered as a local sport event, it attracts several media attention and many sponsors. The media coverage was done from few radio shows and the national television broadcast. Also, there were two main sponsors: a) Eurobank and b) IKEA. Moreover, there were several supporters from local companies The SWOT analysis follows: Strengths Weaknesses Nice concept Weak Brand Powered by Intersport and Low event awareness Saucony (strong brand names) Limited usage of on-line Supported from local authority marketing bodies “Leisure” event A variety of supportive Not supported by the Greek activities Athletics Federation Positive Word of mouth Few volunteers communication Four more sport events were Parking area in downtown bided in March The aim of the fun race – Run No international runners with somebody you love 4 Prestigious sponsors Several media communication sponsors Interesting services to support the core product (parking areas, few massage spots, kids activities, etc.) Opportunities Threats Event participation is on a rise Accidents Interesting concept Many competitors Social concept Consumers’ behavioral Linking with cultural events changes Opportunities for cooperation The weather in March is not with Athens venue so stable Development of Tourism packages with travel agents into segment groups (e.g. sport clubs, national organizations around the world, amateur sport teams, etc.) Development of new routes/ categories according to the socioeconomic status 5 B. International Marathon “Alexander the Great” The “Alexander the Great” marathon is an international event. Its history lies back on 2006 and it holds a symbolic meaning for Greece. The brand “Alexander the Great” refers to the Great Commander of ancient Greece who born in Pella region which is the starting point of the main event. Hence, the vision of the organize committee is to promote the Greek culture and a healthier lifestyle into its participants through this sport event. The organizer is the “Triton” track and field sport club of Thessaloniki. Still, several government bodies and local authorities support the facilitation of the event. The Track & Field Greek Federation is the main supporter of the sport marathon. The “Alexander the Great” international marathon was considered as a major sport event with mass participation and remains the second biggest marathon of Greece according to registrations. It takes place the second 6 weekend of April in order to extent the tourism season. The recent venue of 2019 had more than 20.000 runners in three categories of a) Marathon, b) 10 km and c) 5 km. Also, it offers a fun race for school kids (1.000m). The marathon itinerary starts from Pella region and finishes in the downtown of Thessaloniki. Also, both races (10km and 5 km) were offered into Thessaloniki city. To further extend its services, “Alexander the Great” rendered a sport fair, a marathon flame ceremony and several cultural amenities into two days of the marathon’s weekend. The venue is considered as international major sport event and thus, holds national and global media coverage. Specifically, the national television broadcast covers the race at a live time and many international articles from sports media were written in news. In terms of sport sponsorships, several national and worldwide companies such as banks, sport wear, sport nutrition and others sponsor the event. The SWOT analysis follows: Strengths Weaknesses International Event Limited usage of on-line Supported from the Athletics marketing Federation Small area as the starting point Supported from the National Limited services to support the Tourism Organization and core product (not so may government bodies parking areas, few massage Various promotional activities spots post the race, few Many volunteers companies in sport fair, etc.) Positive Word of mouth Difficulty to reach the spot communication with the amenities from 7 Economic impact in North spectators Greece Low awareness internationally Cooperation with travel Limited number of agents, hotels, local international runners entrepreneurs, etc. Prestigious sponsors Several media communication sponsors Support from the local community Established Event Opportunities Threats Event participation is on a rise Many competitors in Balkan Opportunities for internal regions marketing to find more Consumers’ behavioral volunteers changes Development of a “Green” Weather situation marketing strategy Accidents Creation of event legacy Environmental issues (leverage for sport development in Greece) Increase of tourism amenities Tourism packages development with travel agents into segment groups (e.g. sport clubs, national organizations around the world, amateur sport teams, 8 etc.) ii. Belgium A. AG Antwerp Ten Miles & Marathon 28 April 2019 https://www.wearerunning.be/nl/ Source: City of Antwerp (2019) The AG Antwerp 10 Miles & Marathon is one of the largest, if not the largest, running events in Belgium. From 1986 onwards, the 10 Miles has been organized every year. Since 2000, the event received its permanent place on the calendar, being a Sunday at the end of April. From 1980 onwards, Antwerp organized a marathon as well. Since 2007, the marathon and 10 Miles are organized on the same day. From then on, the Antwerp 10 Miles & Marathon was born. 9 The main organizer of the event is Golazo, a commercial based company that has as goal to get everyone moving. The company tries to realize this by, among others, organizing 250 sports events both within Belgium and abroad (40 running events in Belgium). The city of Antwerp supports the event. In addition, the city sets up an exercise campaign to get all its citizens active. To reach different groups of people, the organizers offer a Kids Run (1.4km) and Short Run (5km), besides the 10 Miles and marathon. Nevertheless, the mythical distance of 10 Miles attracts the largest number of participants. In total, approximately 40.000 people participated in the event in 2019, encouraged by approximately 70.000 spectators. 3.200 marathon runners started at 9h00 in the morning (being the largest marathon in Belgium), followed by the children at 11h00 and the 5.200 participants of the Short Run at 12h00. The 27.700 participants for the mythical distance started in three waves in the afternoon (14h30, 15h00, 15h30). The start and finish of all distances are located on the city’s left bank. Only the marathon distance finishes at the Large Market (on the city’s right bank). The course is almost entirely paved and there are 17 and 28 stands on the course with DJs and other artists to entertain participants and spectators (for the 10 Miles and marathon respectively). The course makes the event unique because participants run through four tunnels, which are normally only accessible by car. No fewer than 117 different nationalities participated in the edition of 2019, with over 40 percent of the participants out of the own province of Antwerp. Almost 1.500 Dutch people participated as well. More than 315 companies and 100 schools participated in the event. AG is the title partner of the event. It is an insurance company which supports many other sportive initiatives. Therefore, the company initiated an activation program ‘Move by AG’ to promote active sports and a healthy 10 lifestyle. Thereby it also introduced the AG City Challenge, a challenge to have at least one participant of each municipality of Belgium at the start of the AG Antwerp 10 Miles. Further, the event organizer focuses on a good preparation of participants for the event. Therefore, free personal training schemes are offered to all participants in collaboration with partner Energy Lab. In addition, there are some official training runs in the city in collaboration with Sportoase and Energy Lab. To further promote the event nationally, the event has a strong media partner as well (Gazet van Antwerpen). Every year, participants
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