Just pointing out that the endurance sport market provides value to Toyota.
It does, and it's a great market. Generally speaking the typical endurance sports athlete (runner, cyclist and triathlete) is reasonably to well off, come from good family back-grounds, is at minimum college level educated, and has reasonably to very sophisticated tastes in consumer goods and services.
Yes there are some that don't fit that, I'm talking averages here.
The problem with endurance sports is: 1) The numbers are not overall that big - compared to other options for marketers - usually pro-team sports. Pitches and proposals on the part of events/races in the space, need to emphasize the demographic profile AND show some form of specific activation, data collection, or lead-to-sale for the business/brand that is getting pitched. Too many in the race/event space still sell their top-level sponsorship as a logo exposure opportunity. Business/brands DON'T CARE about this. They moved beyond that YEARS ago! Further, go back to the demographic - these are sophisticated people - in almost ALL other aspects of their lives they are being marketed to in a sophisticated manner. They are expecting some pop, and some cutting edge stuff, when they are involved in your race/event!
2) The second problem that endurance sports have is that it's all fragmented - various independent races/events, few real series, limited to no TV or other media (outside of the Olympic Games), in other words, no concentration or aggregation of numbers. In all of North America, there are probably over 70 million people who will pin on a bib-number this year, to take part in some form of running, cycling or triathlon race/event. That's actually in the whole a pretty good number. But how to I as a marketer reach all of those 70 million, with one spend - I can't. So that's the other challenge/problem.
Steve Fleck @stevefleck | Blog