Race organizers often wonder why sponsors don’t return, why volunteers are difficult to recruit, or why they face challenges securing permits. The answer usually lies in fragmented communication.
Many race management leaders and marketing teams overlook that race communications extend far beyond marketing—emails to participants, social media posts, and registration reminders are only a fraction of communications. A truly successful event depends on clear, strategic communication across an entire ecosystem of stakeholders. When races neglect this, they struggle with sponsor attrition, high runner turnover, volunteer shortages, and community pushback.
The Problem: A One-Sided Approach to Communication
Races don’t happen in a vacuum. While runners are essential, they are just one part of the larger event ecosystem. Local officials, municipalities, neighborhoods the race passes through, sponsors, vendors, and volunteers play critical roles. Yet many race organizations prioritize runner communications, leaving other stakeholders in the dark. This misstep can hurt a race’s revenue, reputation, and long-term sustainability.
We spoke with Michael Clemons, Director of Operations at Running USA and Finish Line Manager at Chicago Events Management, who emphasized, "While race communication with participants is important, many other stakeholders also rely on race organizers for effective communication."
As an experienced race management professional, Michael has managed hundreds of events and quickly highlighted a critical area where continuous communication is essential: volunteers.
"Volunteer communication doesn't stop after the event; maintaining year-round communication is vital for high volunteer retention rates and simplifies future recruitment efforts," Michael said. Races must ensure volunteers are prepared for success by providing details about their event experience, including information on parking, attire, specific responsibilities, and what they will receive in return for their time.
The Stakes: What Happens When Stakeholders Feel Overlooked?
Volunteers: Last-minute pleas aren’t enough. A clear year-round recruitment and engagement strategy, onboarding, and appreciation strategy ensures a steady volunteer base year after year.
Sponsors & Partners: They need to see their value beyond a logo on a race banner. Strong partnerships require consistent updates, clear activation strategies, and post-race impact reports to keep them invested.
Local Officials & Municipalities: Permitting offices, law enforcement, and city agencies need proactive updates and collaboration to ensure smooth race-day logistics and community goodwill.
Neighborhoods & Businesses: Road closures, crowds, and noise impact residents and local establishments. Races that engage with the community in advance foster better relationships and long-term support.
The Solution: A Communications Strategy That Serves Everyone
To create a thriving, long-term event, race organizers must develop communication pathways tailored to each stakeholder group.
1. Map Your Stakeholders – Identify everyone involved in your race and their unique communication needs.
2. Create a Year-Round Plan – Communications shouldn’t stop when registration closes. Ongoing engagement builds stronger relationships.
3. Use Multi-Channel Outreach– It's beyond emails and social media. Before choosing communication channels, first map your stakeholders and identify critical communication points throughout the year. An Instagram post alone won’t reach all stakeholders effectively.
4. Gather Feedback & Adapt – After each race, assess what worked and refine your communication strategies.
The Transformation: Stronger Races with SPARC
When races embrace an ecosystem-wide communication strategy, they retain sponsors, engage volunteers, build trust with local communities, and create better participant experiences. Many assume SPARC falls under marketing, but marketing is just one piece of the puzzle. At SPARC, we focus on communication first—helping race teams masterfully engage all stakeholders. We don’t replace your existing team; we enhance it, ensuring every stakeholder receives the right message at the right time. Stronger communication leads to better business outcomes, long-term support, and a thriving race ecosystem.