September 20th, 2015

Pão de Açúcar's 23rd Relay Marathon of São Paulo counted with 30 thousand athletes. Under the organization and production of CC&M Comunicação e Marketing, the event also counted with teams of 2, 4 and 8 integrants, distributed in mixed, masculine and feminine categories.

Brand Activation Actions: The partners of the 23rd edition of ‘Maratona Pão de Açúcar de Revezamento’ performed brand activation actions, like Taeq – event’s sponsor – that distributed cereal bars in the race-kit, as well as promoved the delivery of 28 thousands refrigerated isotonics on the after-race in 5 diferent places, despite also distribute other products in the VIP area and the special client (Cliente Mais) tent. Minalba distributed 288 thousand water cups on 11 different places. The sweetener brand Finn was present in the race-kit and also granted glycemic tests to the racers who passed through its tent located on the Athletes Square. Água de Coco Obrigado provided a sampling of its new product on the event’s kits delivery, apart from distributing it on the VIP area, Cliente Mais tent, and Athletes Square. TNT distributed energy drinks on the Athletes Square and on the VIP area. Gomes Da Costa was also present on the event’s kit with tuna salad. Itaú, accompanied by its associates, made its presence one more time and made specific actions on the Athletes Square: lockers, stretching, massage and snacks.

Planning: For the execution of this vast sportive event, months of planning, along with a 1,800 people staff directly and indirectly involved on the production of the event, are necessary. The event is so grandiose that it involves other numbers as: more than 50 thousand people affected (almost 50% of the participants bring guests with them), 250 days of security staff, 300 people working on cleaning, 11 points of water distribution, 288 thousand water cups, 1,5 thousand tons of metallic structure, 2 thousand m² of carpet, 4,5 thousand meters of lycra to cover the structure, 2 walkways and 1 corporative stage and award stage, 45 trucks, 12 organization motorcycles, 10 thousands meters of grids for marking the route (approximately 10,5km),  100 tents distributed on the event’s courses and the Athletes Square, 24 ICU ambulances, 4 motorcycles with paramedics, and 2 ambulatories with 8 doctors and 13 nursing technician.

Check the event's images: