CampsBay Sport Business Forum – Sponsorship lessons from the Lagos City Marathon

The second edition of the monthly CampsBay Sport Business Forum took place on Wednesday, February 28, 2018 with the theme Sponsorship: Lessons from the Lagos City Marathon.

Damilola Pedro, Brand and Communication Manager, and Femi Abegunde, Production Manager, both of Nilayo Sports Management Limited, project managers of the Lagos City Marathon spoke about the challenges and successes they have achieved in marketing the event.

The Lagos City Marathon is the biggest one-day sports event and the only IAAF Bronze Label race in West Africa.

Both panellists spoke about how they have been able to turn the event into a magnet for sponsors that include title sponsors Access Bank, Chinese carmaker GAC Motors and beverage company Seven Up Limited whose brands 7Up and Aquafina are major financiers.

Abegunde said: “Brand managers want to hear how your event benefits them. So you have to show them the value they can derive and not just about the money you want to get from them. No sponsor is going to reject value.”

Pedro told the audience that the Lagos City Marathon is at a healthy place in terms of sponsorships where it can survive without receiving funding from the Lagos State government. However, partnership in terms of facilities and security is still required from the government.

Attendees asked several probing questions from the panellists before using the opportunity to network afterwards.

The CampsBay Sport Business Forum is supported by sports market research firm TWOREPORT, media influencer Pooja Media, PetBamok Limited, The Busy Buddies radio show, Tre Gong TV and Ezra Pearl Online.

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