September 21st, 2014

22nd Pão de Açúcar Relay Marathon of São Paulo

The ‘Pão de Açúcar’ Relay Marathon of São Paulo – one of the biggest road races of the world – counted with 35 thousand athletes, on its 22nd edition.

Under the organozation and production of CC&M Comunicação e Marketing, the event counted with teams of 2,4 and 8 integrants, distributed in masculine, feminine and mixed categories.

Brand Activation: The partners of the 22nd Pão de Açúcar Relay Marathon performed brand activation actions as ‘Taeq’ – which had a stretching and cereal eating tent – at the Athletes Square. ‘Powerade’ distributed 36 thousand iced isotonics on the after-race, in five different points, apart from also giving backpacks to all the podium athletes on that day. ‘Crystal’ distributed 350 thousand iced water cup on 11 different points along the course of the race. ‘Síbaris Produções Gastronômicas’ had a tent at the Athletes Square, promoting tasting of Spanish olive oils. The sweetener ‘Finn’ made an activation for its collaborators and glycemic tests for the runners who went to their tent. ‘Interbuild’ – present for the first time at the event – also made ‘good will’ actions with the present public. ‘Super Energy’, ‘Becel’, ‘Caixa’, ‘Atlas Schneider’, ‘PWC’, among others, made their presence with institutional action tents at the Athletes Square.

Specific Actions: Some brands were also present on the Athlete’s Kit, as the ‘Super Power Energy’, the isotonic, the cereal bars from ‘Taeq’, and the sweetener ‘Finn’. ‘Cultura Inglesa’ and ‘Itaú’, however, made specific actions on the Athletes Square, along with their students and collaborators. For that, their tents counted with lockers, stretching, massage and snacks. ‘Taeq’ also made its presence at the ‘bike parking lot’ on the legislative assembly with the distribution of coconut water to congratulate the clean transport and those who rode bike to the event.

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), 300 days of security staff, 300 people working on cleaning, 11 points of water distribution, 350 thousand water cups, 10 thousand tons of metallic structure, 2 thousand m² of carpet, 4,5 thousand meters of lycra to cover the structure, 3 walkways and 1 corporative stage and award stage, 70 trucks, 11 organization motorcycles, 10 thousands meters of grids for marking the route (approximately 10,5km), 125 tents distributed on the event’s courses and the Athletes Square, 23 ICU ambulances, 4 motorcycles with paramedics, and 2 ambulatories with doctors and nursing technicians.