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Duracell bunny to power brand's new sponsorship of Great Run Series


By Tony Connelly, Sports Marketing Reporter

May 19, 2016 | 3 min read

Duracell’s famous bunny will serve as a fitting symbol for the brand’s new sponsorship of the 2016 Great Run Series.

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The Berkshire Hathaway-owned battery company will sponsor the UK running series which sees around 180,000 runners compete across 12-races, including marquee events such as the Great Manchester Run, the Great Newham London Run and the world famous Great North Run.

Through the sponsorship, Duracell will have the opportunity to engage with a wide audience, from the 100 elite runners to 750,000 supporters, 250,000 runners and a TV audience of 5.5 million.

The sponsorship will be marketed through the ‘Unlock the Power Within’ campaign which will attempt to mirror the brand’s message of longevity and performance throughout the race with a number of activations.

One of the most notable activations of the sponsorship will be seen on the race pacers, who wear the pink branding synonymous with the Duracell bunny.

In addition to this, Duracell will help supports relay messages of support to runners by providing editable Power Boards at the races as well as the the ‘Duracell Mile’, an in-event experience designed to give maximum motivation to runners when they need it most.

Alex Haslam, Duracell’s UK marketing manager, said one of the key opportunities for the partnership was “the strong and instantly understandable link between Duracell and running”.

“The Great Run Series gives us a wide reaching platform to bring our brand messages to life to an engaged audience.”

Nicky Homes, commercial director at the Great Run Company added: “We’re looking forward to working with them to inspire the runners of the UK to get out and run, and achieve their personal goals. The addition of another leading global brand to the Great Run sponsorship portfolio shows the continued strength of the series, which sees more and more UK runners taking part at our events every year.”

The campaign will be delivered across social, traditional and paid media channels during the 2016 Great Run Series.

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