Road running spawns major business
Marathons have become a major business in India with organisers and sports brands cashing in
NEWDELHI: Despite the capital battling air pollution, thousands will ignore health warnings and line up for the Delhi Half Marathon on Sunday. Around 35,000 runners will be at the Jawaharlal Nehru Stadium before dawn for the start, 13,000 in the 21km race.
Organisers Procam International acknowledges concerns over poor air quality, and though the condition has improved a bit, many runners will wear face masks. But Kenyan world marathon champion Geoffrey Kirui and Ethiopian distance running queen, Almaz Ayana, have kept their date with the Gold Label race of the world athletics body.
Even when doubts were raised whether the race will be called off due to pollution, the organisers went about preparations, which includes closing down traffic for hours on the route.
BUSINESS MATTERS
Calling off the event also made little business sense. In India, where competitive sports are nowhere near world standards, amateur runners go from spectators to participants in winter months, testing fitness and achieving personal goals. While most are happy ‘running to lose’, it’s win-win for the industry.
Appetite for road running is growing. Recorded races alone number almost 900 in India. The Delhi organisers say 225 are in northern India with 120 in and around the capital.
In 2015, road running was estimated to be a $1.4 billion business in the US. Running shoe business alone was said to be worth $3 billion. No consolidated figures are available for India and organisers don’t give profit figures.
And unlike Running USA, a non-profit body run with US Track and Field, there is no coordination agency in India.
But business is buzzing. This year’s entry fee for the Delhi halfmarathon is around ~1900. That should net the organisers over ~ 2.3 crore from the main race. Add sponsorships and feeder races and it’s a bonanza, though 10% of the $275,000 prize money goes to the federation, AFI, and charity also benefits.
ENTERPRISING
Procam are the pioneers, having staged the Mumbai Marathon since 2003 and the Delhi event from 2005. Their success has opened the floodgates, providing a ready market.
Smaller organisers are more enterprising. Registering for a meet online means invitations flooding your inbox. Some even offer ‘early bird’ incentives! Procam says it makes healthy profits.
Runners spend on branded shoes and apparel, and are loyal to brands. Procam CEO Jayaram said sponsors were told to be relevant “at point of sweat”. A nutrition company for instance must take the insulin-dependent runner into account. Drinking water provider can get the runners’ trust with advice on hydration.
The New Delhi Marathon in February is run by Bangalore’s NEB Sports. It is an official qualifying meet for internationals.
Indian runners are evolving. “They are fitter, more knowledgeable and disciplined (in preparation) now,” said Jayaram.
Still, there are challenges in organising. On Sunday, effluenttreated water mixed with salt will be sprinkled on the course to create a dust-free tunnel for runners.
Nutrition packets past expiry date were found in the goodies given in Delhi four years ago. Goodies are no longer given. Inaccurate course measurement and few timing mats are issues. Procam matches every bib number with the face to counter cheating.
Former India marathoner, Sunita Godara, said organising races is profitable. “Road running sells like hot cake. If a promoter charges ~1000 as entry fee, only half the sum is spent.
“(But) there is nothing wrong if someone is making money (30-35% profit) as the product is directly linked to health.
“The new breed of athlete is slow but takes pride in completing. There are some races for lifestyle runners; they don’t want to push hard, but enjoy the activity,” she added.
Initially, AFI opposed its top athletes competing on road, fearing injuries and training disruption. Its stand has since eased.
AFI president, Adille Sumariwala, said: “The road race circuit helps promote awareness. More and more people are talking of fitness and it provides strong base.”