Gaming Marathon

Background

Samsung has over the last years been the main sponsor of the Tel Aviv Marathon – the country’s biggest sports event. The sponsorship’s objective was to strengthen the brand’s status and contribute back to the community. But due to the growing popularity of running as a sport, over the last years the number of marathon participants and also the number of brands sponsoring these events has dramatically increased. The result: Samsung was becoming just another of the 20 brand names backing the event and the value of its sponsorship was eroding and gradually becoming less effective, visible and impactful