Your sponsors are asking harder questions.

Not “where will our logo appear?”, but “what did our investment actually deliver?” That shift is already happening. And the events that can’t answer it are losing deals to those that can.

TRACX mapped exactly what the leading events do differently, from lessons of 100+ global races including the Valencia Marathon. It’s free. 👉 Download the Sponsorship Report → Click here!

For years, sponsorship was built on visibility. Banners, bibs, branded inflatable arches. It felt like value. But logos don’t convert. Passive exposure doesn’t drive transactions. It can be so much more than race day activation and a social post. The strongest brand moments happen when a sponsor feels relevant, not just visible. And generic placements don’t build the kind of relationships sponsors are looking to renew.

The events pulling ahead have figured something out: sponsorship isn’t a placement, it’s an experience. One that starts long before the start line, and continues well after the finish. It means sponsors embedded across the full participant and fan journey, not just on race day.

The difference between a passive event and an experience-driven event isn’t budget. It’s strategy.

TRACX mapped this full journey across 100+ global events, including the Valencia Marathon, into a single practical report. It breaks down every touchpoint across three phases (Before, During, After), shows exactly where the commercial opportunities are, and explains how to activate them in a way that delivers measurable results for your sponsors.

What’s inside:

> 30+ sponsor touchpoints mapped across the full event journey
> The shift from impressions to actions, transactions, and trackable outcomes
> How to turn event touchpoint into sponsor revenue
> Real examples of what experience-driven sponsorship looks like in practice

This is not a theoretical playbook. It’s built on what actually works, mapped across 100+ global events and the full participant journey, from registration to race day to the finish line.

👉 Download the Sponsorship Report → Click here!

Ready to see what’s possible for your event? Get in contact with Dieke directly!

Check out the TRACX RIA Member profile here  .