Brand Recall Analysis in a Mass Running Event: A Study of Brand Awareness by Demographics and Race Distance

Abstract

This study investigates spontaneous brand recall at a large-scale running event in Madrid in 2024, involving 4,183 surveyed finishers across three race distances (10k, half-marathon, marathon). Weighted analyses reveal that the technical sportswear sponsor achieved the highest top-of-mind recall (57.7%), followed by the title-sponsor insurance company (46%). Recall varied meaningfully across participant segments.