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EXCLUSIVE: TMM has fostered a thriving running ecosystem valued at approximately 3500 crore annually – Vivek Singh, Joint MD of Procam International

Mr Singh provided invaluable insights into the marathon's remarkable journey, its evolution as a business, and its continued efforts to inspire and empower runners across the nation.

The Tata Mumbai Marathon (TMM), an annual marathon event held in Mumbai, has evolved from a fledgling event in 2004 to a global phenomenon.

This year, the marathon celebrates its 20th anniversary, a testament to its enduring legacy and impact on Indian society. SportsMint Media had the privilege of interviewing Mr Vivek Singh, Joint Managing Director of Procam International, the organiser of this iconic event.

Mr Singh provided invaluable insights into the marathon’s remarkable journey, its evolution as a business, and its continued efforts to inspire and empower runners across the nation.

1. How has the Tata Mumbai Marathon evolved as a business over the years, and what is its key revenue system?

The Tata Mumbai Marathon has been instrumental in igniting India’s running revolution. Since its inception in 2004, when running was a niche activity, the event has grown exponentially. Today, with over 800 timed running events nationwide and 2.5 million registered runners, it has fostered a thriving running ecosystem valued at approximately 3500 crores annually. This ecosystem encompasses training, sponsorship, apparel, merchandise, nutrition, entry fees, and more.

This growth has attracted major brands, recognizing the immense value of associating with a movement that promotes health, fitness, and positive social impact. This shift is a testament to the event’s success, moving from a single event with limited brand interest to a platform for hundreds of brands to engage with a passionate and growing community.

2. What strategies has TMM implemented to attract top-tier sponsors, beyond the initial success?

While the city’s most celebrated running event has always attracted top-tier sponsors, the Tata Group‘s strategic involvement has significantly elevated its impact. Tata Consultancy Services, a global leader in IT services, has become the world’s leading sponsor of marathons, including major events in New York and London. This commitment underscores the Tata Group’s dedication to supporting global sports and driving positive social change.

Through this partnership, the city’s most celebrated running event has expanded its reach, raised more funds for charity, and significantly enhanced its social impact. This level of commitment from a leading Indian conglomerate is truly remarkable and sets a strong example for other businesses.

3. How has the ease of securing sponsors evolved over the years?

Initially, securing sponsors was challenging as running was not as prevalent in India. However, as the event’s popularity and impact grew, brands actively sought association. Today, the demand for sponsorship opportunities is high. Running offers a unique platform for brands to connect directly with individuals on a personal level, fostering genuine engagement and aligning with values of health and social responsibility. This direct connection surpasses the impact of traditional spectator sports, providing brands with a more meaningful and lasting relationship with their target audience.

4. Can you elaborate on the development of the Tata Mumbai Marathon brand?

The premier running event of Mumbai has achieved iconic status in India. It has become a symbol of running aspirations for runners across the country, regardless of their location or experience level. Much like Wimbledon in tennis, the Mumbai Marathon serves as a pinnacle goal for many runners. This aspirational quality, coupled with the event’s consistent growth and positive impact, has solidified its position as a truly iconic and respected brand in Indian sports.

5. How does the annual Mumbai Marathon ensure a high ROI for its sponsors?

The elite race provides extensive brand visibility across multiple channels, including television, radio, social media, and print media. This exposure extends beyond the race weekend itself, creating a sustained engagement period of approximately six months for sponsors to maximize their return on investment.

6. What are the key metrics used to measure Tata Mumbai Marathon’s success as a business, and how do these influence decision-making?

Key success metrics for TMM include sponsorship revenue, participation numbers, the calibre of international runners and ambassadors, the amount of funds raised for charity, and the event’s overall economic, social, and health impact. The consistent growth observed across all these metrics over the past 20 years demonstrates the event’s enduring success and provides valuable insights for future planning and decision-making.

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