Fernández Luna, ÁlvaroLeón Quismondo, JairoPérez González, BenitoLeguina, MercedesJiménez Díaz-Benito, VíctorIván Baragaño, IyánBurillo Naranjo, Pablo2025-12-302025-12-302025Fernandez-Luna, A., León-Quismondo, J., Pérez-González, B., Leguina, M., Jimenez Díaz-Benito, V., Iván-Baragaño, I., & Burillo, P. (2025). Brand recall analysis in a mass running event: A study of brand awareness by demographics and race distance. [Conferencia]. En 33rd European Association for Sport Management Conference (EASM 2025), Budapest, Hungría. https://easm2025.com/en/978-615-5196-40-9https://hdl.handle.net/11268/16655This 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.engconference outputopen accessAtletaCompetencia deportivaDeporteGoal 3: Ensure healthy lives and promote well-being for all at all agesGoal 8: Promote inclusive and sustainable economic growth, employment and decent work for all