Dating back to the 1980s, the DHL RELAY FUN RUN has become one of the most popular grassroots sporting events on the Danish calendar. Each year, thousands of public and private companies enter teams into the event, which involves not only friendly competition but also socialising, relaxing and culinary experiences. In 2023 the DHL RELAY FUN RUN attracted a total of 130,000 participants. Global logistics company DHL has been the main sponsor since 1991.
The event is open to all, and consists of either a five-person walking team or a five-person relay team. The main event takes place in a massive torchlit temporary city in Copenhagen’s Faelledparken, while similar events also take place inthe provincial centres of Aarhus, Aalborg, Odense and Aabenraa. Each race takes place over five kilometres, and the choice between walking and running means that participants can take part regardless of whether they want to break a sweat or take an easier stroll around the course. Each team pays to take part in the event, and the funds generated are allocated to the many voluntary associations that help to make the event a success.
Teams in both the relay and the walking event are timed using a chip. Walking teams share the chip collectively, while relay teams pass a chip-equipped baton between team members. Relay teams start the event at regular one-minute intervals. Walking teams have their own separate starting and finishing area, and start at regular 10-minute intervals.
Local grassroots athletics and motion organisations are responsible for organising the DHL RELAY FUN RUN in each location. DHL Denmark is also involved in the planning of the event and works closely with the organisers. Thousands of DHL employees participate along with employees from numerous other private and public companies.
The event’s ongoing partnership from DHL demonstrates that long-term commercial sponsorship arrangements needn’t be limited to professional events. Repeated exposure of the brand over multiple years has associated the sponsor with positive values like teamwork, health, perseverance and community involvement.
For the event itself, DHL’s long-term sponsorship provides reliability of funding, meaning organisers can better allocate resources for marketing, safety, and other critical aspects of event management. With guaranteed support, organisers can focus on improving the event rather than seeking new sponsors each year. The regular participation of private sector companies also provides networking opportunities and potential B2B partnerships
While the organisational structure and logistics of the DHL RELAY FUN RUN is tailored to Denmark, the model could potentially be adapted to fit local conditions and practices in your country. Although a long-term sponsor is not crucial, such a partnership provides optimal conditions for the event’s continued success. The event’s website can be viewed here, and further information in English is available here.
