How Modern Pentathlon is broadening it’s Sponsorship Appeal
April 18, 2016
The International Union of Modern Pentathlon (UIPM), erectile viagra a partner of iSportconnect, ambulance is opening up more opportunities for sponsors with the development of new disciplines aimed at broadening its participation base beyond the traditional Olympic version of the sport combining riding, anesthetist swimming, fencing, shooting and running.
One of the obstacles which the UIPM has faced in growing the sport relates to its high-end nature with an equestrian element. “We don’t have mass participation in the pure Olympic version of our sport,” said UIPM Vice President Martin Dawe. “We’re never going to have that. But we have been doing innovative things to grow our offer with new disciplines.”
One of these is biathlete, a run-swim-run competition, which has been part of the calendar since 1999. Another newer discipline is called laser run. It’s a running and shooting competition similar to the winter biathlon. The first world championship test event was held in Perpignan (France) last September with a mass participation event on Saturday and the elite competition on Sunday.
Interestingly, laser run actually has grown out of the re-formatting of the Olympic version which the UIPM has done over the years as it has fought successfully to remain part of the Summer Games programme. The shooting and running elements, once conducted separately, are now combined in the Olympic competition.
“Laser run has incredible potential,” Dawe said. “It can be held in a city centre and can offer sponsors a whole new kind of value.”
The UIPM’s current main sponsors are New Balance, Lufthansa and RAM Swiss watches. One of the UIPM’s strong points for sponsors is its dependable image, Dawe said. “We certainly uphold the Olympic ideal. We’re perceived to be clean and ethical. Another strong point is that our target demographic is quite high. That can be an advantage for certain brands.”
Looking ahead to the Olympic Games four months away, the official Rio 2016 Modern Pentathlon Test Event took place in Brazil from March 10-14. The event was also the second stage of the UIPM 2016 World Cup.
