The Bloomberg Square Mile Relay made a triumphant return last 12th of February 2022 and close to a thousand keen runners participated in Dubai’s most awaited corporate running event. The Bloomberg Square Mile Relay has grown in popularity for the past 6 years but due to the pandemic, it has been a challenge to execute such an event. With the management of Promoseven Sports Marketing, Dubai has been the very first city out of 13 vibrant financial cities in the world to bring back the event with a huge success!
So what goes beyond an event like the Bloomberg Square Mile Relay? We interviewed Steven Matthijs, Partner at Promoseven Sports Marketing to learn more about the event from start to finish.
Promoseven manages all the logistics that need to be done for the event. Organizing a sports event is a whole different ball game, full of considerations and tricky logistics that can get a little out of hand if you let them. This is why we have prepared months in advance to ensure that all aspects of the event come together to deliver a successful race event in Dubai.
Our job, which focuses on logistics, is one of the most crucial aspects of this project. From consolidating site plans, looking at the expectations of attendees, the flow of the race event, the health and safety of all participants, the venue, registrations – all these play a significant role in ensuring the seamless execution of the Bloomberg Square Mile Relay.
Organizing and managing an event requires a blend of creativity, planning, and a lot of hard work. By breaking down the event into different stages we were able to manage and build the event efficiently. Some of the most crucial tasks we did before the event was to get risk assessments, method statements, and insurance policies from suppliers to guarantee that they adhere to the necessary regulations in Dubai. Our small hands-on team also had numerous site visits at DIFC to ensure that all parties involved in the event have a clear understanding of what needs to be done.
Liaising with all partners involved was also an essential part of preparing for the event. We needed to ensure that all partners are satisfied with the event and they can get the most out of the event. Take for example our Hospitality Partner, Crowne Plaza, we had to ensure that they had the infrastructure and the right assets to prepare and hand out close to a thousand meals within an hour and a half.
Furthermore, the last 3 days building up before the day of the event are vital to the event’s success. During those 3 days, our event operations team worked from day to night to arrange everything needed for the event. Although it has not been an easy job, we are delighted to deliver a safe and enjoyable event for all participants.
With a combination of press releases, social media, promotional ads, and the help of the Square Mile Relay team we were able to effectively promote the event and engage with all customers who were interested in joining the event. Parachute Digital has also played a huge part when it comes to our email marketing and paid search ads. Various partners like DIFC and Dubai Sports Council have also been there every step of the way when it comes to promoting the event.
Covid-19 has been the biggest challenge for us. A few months before the event, we didn’t know what would happen since it’s something that was out of our control. However, as a team, we always expect the unexpected and we’re fully committed to adhering to the best health and safety standards.
The closer you get to an event the more chances of having challenges when it comes to suppliers. This is why we always hope for the best and plan for the worst by looking for suppliers’ alternatives in advance in case anything goes wrong.
We also needed to introduce a new race format this year for the health and safety of all the participants. No one is fully certain whether the new race format we created would work or not. Once the race started, we were very thrilled to find out that the new race format has worked fantastic and in the end, all participants have enjoyed the flow of the race.
We see all the runners, participants, and parents as our invited guests to a party and we are the host. At the end of the day, it’s our job and our priority to make them happy. To measure the success of the event we sent out a post-event survey and even though feedback can sometimes be harsh, we strongly believe that feedback allows us to improve.
We are proud to say that 99.2% of all participants who joined the Bloomberg Square Mile Relay would love to do it again. Therefore, we believe that overall we did a great job because everyone is satisfied with the event. The feedback we have received is also valuable as it allows us to thrive and strive to do the best for our customers and meet the expectations of all our partners.
The few minutes before the start of the race and seeing the first runner set off from the start has been incredibly rewarding. Once we saw that the new race format works, all the elements fell into place, and seeing the smiles on people’s faces – those were the best parts of the event. At the end of the day, it’s not our event, the event is for all the participants and seeing them happy makes all our efforts pay off.
The new race format is something that we’re really proud of and something we can use in the next few events. We’ve been working on it for months and being the first city to bring back the Bloomberg Square Mile Relay since the pandemic boosts our confidence as a team.
Overall, the return of the Bloomberg Square Mile Relay has been incredible! Knowing that 99.2% of all participants want to do it again says a lot about the project’s success and the hardworking team of Promoseven, Square Mile Relay team, and all our partners. Most importantly, being able to donate 30,000 AED to our chosen charity which is the World Food Bank made everything worth it.
We would like to thank all our partners, volunteers, supporters, and every participant who helped us make this year’s Bloomberg Square Mile Relay a success. We look forward to returning next year for even a better and bigger Bloomberg Square Mile Relay and we’re very very excited for all the other upcoming events we have this 2022!