NBC Sports Deal Helps Spartan Race Stand Out in Crowded Field
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In today’s race market, the competition doesn’t end with the barbed wire, mud pits and fire jumps. Oversaturation — from Color Runs to Urbanathlons — demands race coordinators work to stand out among the crowd. Spartan Race has a well-toned leg up on others: a high-profile partnership with NBC Sports Group.
According to Colby Connell, Spartan Race’s vp-marketing, registration is trending up just over 30% year-over-year since the brand introduced commercial promotion on television with NBCSN last year. The space for racing has gotten very crowded, Mr. Connell said, and TV is proving a strong brand differentiator for Spartan Race.
Mr. Connell said that while TV is difficult to track, the company noticed spikes on web and social channels when the show was aired nationally and regionally. Spartan Race founder Joe De Sena said NBCSN brought a level of legitimacy to the race.
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