SPAR Women’s Challenge Pretoria Sponsorship Management & Publicity: Case Study



To secure both media coverage and quality sponsorships for the largest women’s race in world – and largest running event on South Africa’s running calendar. It was crucial that as the race’s exclusively appointed agency, Oxigen sourced sponsors who would have the right synergy with the race’s theme and publicity campaign.



  • Publicity Campaign
  • Messaging Strategy
  • Photography
  • Content
  • Events Advertising & Media Buy
  • Media Management
  • Sponsorship Management



The annual SPAR Women’s Challenge Pretoria VIP & Media launch event is the kick off to all race activities including the opening of race entries, the unveiling of the theme for the year, the announcement of the race beneficiaries and the welcoming of new sponsors. It is also Day 1 of the PR campaign. Oxigen is responsible for coordinating the guest list, managing attending media, running the on stage production, booking performers and handling media interviews.




Oxigen’s Sponsorship Management division assist the race organisers at SPAR North Rand guiding them through the sponsorship process through with sourcing and securing sponsors for the race. Oxigen also takes on the ongoing management of the race sponsors, not only for the duration of the race’s active marketing period, but on an ongoing basis to maintain strong ties to SPAR North Rand’s additional activities. Proceeds from the race are donated to a selection of charity organisations every year and this means that sponsors are crucial to the event.

Oxigen has over the past five years secured top level sponsors who have contributed towards the success of the event while benefitting from the exposure to 150 000 race participants and spectators on race day and through the numerous platforms offered by the race including: social media, the race t-shirts, entry form branding, press releases, published articles, print advertisements, outdoor advertisements, radio advertisements, the official race website, goodie bags and activation events.




As part of the SPAR Women’s Challenge PR campaign, several celebrity brand ambassadors are signed on to promote the race through their public profiles and platforms. Oxigen is responsible for approaching individuals and negotiating their contractual terms for coming on board. The Oxigen team also ensures that accurate performance reports are conveyed to SPAR North Rand on the brand ambassadors’ efforts in promoting the race.




The Oxigen Brand Communications team is responsible for ensuring that the race is featured in numerous local and regional print publications and regional outlets several times per week during the months leading up to the race. In addition to this the team secures print and broadcast interviews for the race brand ambassadors, coordinates photo shoots, assists in the production of the official race magazine and liaises with the race’s official media partners. During 2015 our team was able to secure an AVE value of R13,7 million rand for the SPAR Women’s Challenge.