Partnership opportunities prepared
exclusively for Gold Star Chili
Cincinnati Flying Pig Marathon
and Gold Star Chili
A Winning Combination
Why a Pig?
How does a marathon get a name like Flying Pig? You have to go back
to the 1800s, when slaughterhouses were abundant in Cincinnati.
Neighboring farmers would herd their pigs through the streets of the city
to get to the packing houses--so many, that the city of Cincinnati eventually
got the nickname “Porkopolis.”
Fast forward to Cincinnati’s Bicentennial Celebration in 1988 when the city developed
its riverfront with a Bicentennial Commons park-complete with sculptures of four flying pigs
at its entrance, to pay homage to the city’s “Porkopolis” past.
Since then, the city has adopted the Flying Pig as its unofficial mascot, so it was natural that
when organizers wanted to start a marathon here, it would take the name “Flying Pig.” The
city and runners have embraced the “Pig” ever since, and it has grown into one of the top
20 marathons in the country. In fact, you can still see those “flying pigs” watching over the city’s
riverfront park. No doubt, the “Pig” is living high on the hog in Cincinnati!
History of the “Pig”
The Cincinnati Flying Pig Marathon began as a one-day event
on Mother’s Day, 1999, and since then has grown into the
largest single-day sporting event in Greater Cincinnati. Now
spread out over three days, the Marathon holds multiple
events for participants of all ages and abilities, culminating in
the Sunday Marathon and related activities.
Over the last decade the “Pig” has welcomed runners and
walkers from all 50 states and nearly two dozen countries. In
addition, the events have raised more than $8 million for local
charities and non-profits.
The Marathon’s contribution to the community doesn’t stop
there, though. A 2008 economic impact study by Xavier
University shows that Flying Pig Marathon weekend adds
nearly $10 million to the local economy.
And the accolades keep coming in for the “Pig,” including
Runner’s World naming the Marathon one of the Top 10 “most
fun” marathons and Fodor’s Traveling Marathoner edition
featuring the “Pig” as “THE Marathon to run in May.”
DATE: The 2009 Cincinnati Flying Pig Marathon weekend is May 1-3
Friday & Saturday, May 1-2: National City Health & Fitness Expo
Saturday, May 2: 10K, 5K, Pump N’ Run, Flying Pig Kids’ Marathon,
Flying Piglet Kids’ Fun Run, Family Fun Festival and Pasta Dinner
Sunday, May 3: Marathon Race Day, Half Marathon, 4-Person Relays and Victory Party
MEDIA COVERAGE: WLWT-TV (NBC) provides live coverage of the Marathon.
the Clear Channel group of radio stations, the Business Courier
and the Cincinnati Enquirer all provide pre-event and race day coverage.
COMMUNITY: More than 4,000 volunteers are recruited to staff the Marathon each year.
Through the Marathon, charities and non-profits have raised more than $8 million.
ATTENDANCE: Approximately 20,000+ participants
30,000+ visitors at the Expo
55,000 at the Finish Line and Victory Party
100,000+ “Street Squealer” spectators along the course
SPONSORS: Three founding sponsors are still with the Marathon: ‘mktg,’
(formerly CoActive), Ernst & Young and Paycor. National City and Duke Energy
also have joined as presenting sponsors.
Latest statistics from Running USA put, the average age of marathon finishers increased
at 40.7 years for men and 36.4 years old for women. Participants in running
and walking events tend to be well educated, with disposable income.
Gender: Women 47.4% / Men 52.6%
Median Age: 44.0 years old
College Educated: 93%
Graduated College+: 74%
Number of people in household: 2.9 people
Individual employment income before taxes, average: $74,100 [$63,600 median]
Household employment income before taxes, average: $139,000 [$113,000 median]
Household net worth, average: $943,000 [$500,000 median]*
The Flying Pig offers distances for all ages and fitness levels with Full, Half, 10K, 5K and
Piglet we deliver a wide range of demographics and psychographics.
Allow us to customize your participation to
best deliver your desired demographic.
Source: Cool Running 2007 State of the Sport
A $10 Million
An economic impact study conducted in 2008 by Xavier University
showed that the Flying Pig Marathon had a nearly $10 million impact
on the Greater Cincinnati economy. This includes spending by
out-of-town participants, local participants, and their guests and
families who come to town to cheer them on.
That figure includes more than $1.3 million spent for lodging, and
$1.2 million spent at restaurants, bars, entertainment venues and
at the marathon Expo. Participants also spend more than a quarter
million dollars over the weekend at department stores and other
Cincinnati-area retail outlets.
In addition, the number of jobs created or sustained in the local
economy as a result of the economic activity associated with the
Flying Pig Marathon is as many as 280 in our area. So not only
is the “Pig” good for your health, it’s good for the economy!
Opening Day Kickoff
Opening Day for the Cincinnati Reds is
the traditional community kickoff for the
Cincinnati Flying Pig Marathon, as we join
the Findlay Market Opening Day parade
in celebrating the start of the baseball
season in Cincinnati.
Local singer-songwriter Tracy Walker is a
Float favorite with her special renditions
of “Take Me Out to the Ball Pork” and
“Gettin’ Jiggy with the Piggy.”
It’s a great opportunity for our sponsors to
hitch a ride on the Pig float in our first
event of the spring. Join us for a fun time
as Cincinnati welcomes two sure signs of
Spring, the Reds’ Opening Day and the
Flying Pig Marathon!
Flying Pig Expo
Flying Pig Marathon weekend begins at the National City Health & Fitness Expo at the
Duke Energy Center, downtown Cincinnati. Runners, walkers, their family and
friends from all 50 states and a dozen countries will browse more than 100 booths,
clinic speakers, watch food demonstrators and purchase items from vendors and
No where else can you reach that many health enthusiasts, all in one place, all in two
All participants, from the Piglet to the full marathon, receive a goodie bag, one of the
in the race event business, when they come to the Expo. Offer samples, coupons or
just toss in a fun item with your logo. It’s a hands-on way to reach thousands of
With registration topping 20,000 participants, each participant usually brings one or
two friends or family members with them to the Expo, which means your audience
could reach close to 60,000! And in 2008 these visitors spent nearly a half million
dollars at the Expo. * They are interested in health and wellness and are willing to
spend for the items they want.
Source: Xavier University Economic Impact Study
Greening ‘o the Pig
In 2008 the Cincinnati Flying Pig Marathon initiated a ‘green’ effort
to cover the carbon footprint of the event and its participants.
Working with the Cincinnati Park Board and Keep Cincinnati
Beautiful, the Marathon joined with such sponsors as Wal-Mart,
Toyota and Duke Energy to promote energy-conserving practices
throughout Marathon weekend.
The result was the first-ever partnership involving a major marathon,
its host city and sponsors to ‘go green.’ With the help of Natorp’s
Nursery, Cincinnati Parks will plant 20,000 new trees to cover the
event’s carbon footprint. In addition, pink bulbs planted in the fall will
bloom along Cincinnati’s “green spaces” this spring, just in time for
the Flying Pig Marathon!
Recycle, reuse and conserve: All are part of the Pig’s eco-friendly
plan, and the Marathon encourages its participants to do the same.
Pig Night at the Park
What better way to celebrate a successful Flying Pig
Marathon than at Great American Ball Park? The Reds
traditionally set aside their next home game after the
Marathon as “Flying Pig Marathon Night” with group
discount tickets available for anyone who registers for the
Pig. Marathon participants are invited to parade on the
field before the game with their medals and Pig shirts,
and the male and female Marathon winners have the
chance to throw out the first pitch!
Sponsors, runners, walkers and volunteers have the
chance to relax after a busy Marathon season and enjoy
a Reds game. It’s just another way that the Marathon
shows its appreciation to everyone who took part in the
Marathon’s weekend events.
The Flying Pig Marathon is a serious event, but it’s serious fun, too.
From our “Street Squealers” who line the Marathon route 100,000
strong, to our VIPs (Very Important Pigs) that we welcome to our Friday
night reception, to the “Swine Line” hospitality tent at the Marathon’s
finish, we make sure our sponsors and their guests are treated well.
If you’re looking to take a more active part in the festivities, mile
sponsors can take ownership of their own piece of the Marathon route
for a themed party, or even a special prize for the leader at that
particular mile. Nothing boosts participants’ morale, like seeing their
fellow employees, dressed in company gear, cheering them on along
the course! It’s a great way to build teamwork and even raise money
for the company’s favorite charity.
Flying Pig Three-Way
Where else but in Cincinnati could there be a “Three Way”
Challenge? Named after our famous “three-way” chili, the Three
Way Challenge gives runners and walkers a new goal, and a new
medal. Participants who complete Saturday’s 10K and 5K events,
and then do the full Marathon on Sunday, will earn a special “Flying
Pig Three-Way” medal. Registration will be limited to the first 3,000
who take on the Challenge!
The Challenge adds excitement to the Saturday events, plus
marathoners often use the shorter distances the day before as a
warm-up for the main event the next day.
We expect this new event within Flying Pig Marathon weekend to be
one of the most popular additions ever to our Marathon lineup! Be
one of the first to sign up and be part of the Flying Pig Three Way
Flying Pig Three Way
Logo recognition on the following items Additional Involvement includes
-Booth space (one 10’x10’) at the National City Health and
-Race entry forms- 75,000 Fitness Expo
-A day on Fountain Square during race week (including
-Goodie Bag-20,000 use of Jumbotron)
-Signage at or near Gold Star Chili locations along the
-Participant t-shirts- 20,000 marathon course
-Invites to our VIP events on Friday and Sunday of race
-Official participant poster- 20,000
-Opportunity to sell product on Saturday and Sunday at
-”The Squeal” electronic newsletter-30,000
the victory festival
-Banners at start and finish lines
-Public address announcements at finish line and festivals
The Marathon staff will continue to work with Gold Star Chili to develop and introduce this new event. We are
eager to create any specific consumer promotion or giveaways that will positively influence each brand. A press
conference to announce the “Gold Star Chili Cincinnati Three Way” will be scheduled at one of your locations. TV
and radio interviews, podcasts and testimonials from participants are all planned. This event will be capped at
3,000 participants for the first year and research indicates that it should be well received.
Cost of Partnership
The total cost to become the “Official chili of the Flying Pig Marathon” and the title sponsor of the “Gold Star Chili
Cincinnati Three Way” is
The marathon requests a minimum three year commitment on title sponsorships, but is willing to lock in the annual
rate for the duration of contract.
Media for Gold Star
NBC WLWT-TV in Cincinnati--Live Coverage Marathon Morning
Inclusion in local television promotional mentions
explaining the Gold Star Chili Cincinnati Three Way
WLWT- minimum promotional schedule – $10,000
Inclusion in select radio advertising about the event
identifying Gold Star Chili
Cincinnati Enquirer--Pre- and Post Race Coverage- Minimum
four ¼ page ads and one full page ad, circulation 309,000
Business Courier—11,000 subscribers(ad size tbd)
Runner’s World Top 10 Most Fun Marathons in the World
Fast Company.com Best Brands (with Aflac Duck and Apple, among others)
Runner’s World Top 20 Marathons
Fodor’s Traveling Marathoner: THE Marathon to run in May
On www.flyingpigmarathon.com to highlight sponsorship of the Gold Star Chili Cincinnati Three Way.
Over 19 million hits annually. Hyperlink to the Gold Star Chili site would also be included.
How to Get Involved
There are numerous events surrounding Cincinnati Flying Pig Marathon
week. One is sure to fit your needs and your corporate goals. Here is a list of
opportunities that make up Marathon week that you can adopt, or come up
with your own “Pig Plan:”
Kids’ Marathon and “Hog Log”
National City Expo
“Swine Line” VIP tent
Fleet Feet 5K
Hope and Possibility 5K
Pump ‘n Run
National City Half Marathon
Flying Pig Marathon
“Swine Line” instant messaging
Flying Pig Marathon Media Network
See you May 1-3, 2009!
Join the crowds...
Join the fun!