Why Allstate Partnered with Popular Endurance Race Series to Activate Brand

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One of the runners crossing the finish line at the Allstate Hot Chocolate 15k (Photo via HotChocolate15k.com)

Allstate Insurance, one of the nation’s top insurance providers, is lacing up the running shoes as they add a lifestyle component to their portfolio by signing a three-year title-sponsorship of RAM Racing’s Hot Chocolate 15k/5k race series. Allstate has been very active and visible within the worlds of soccer and college athletics, but the entry into the endurance racing space as a title-sponsor is a new endeavor for the Good Hands people.

Allstate’s Vice President of Marketing, Pam Hollander, and her team wanted to expand their reach by partnering with a lifestyle brand.

“The partnership with RAM Racing marks the longest sustained commitment by Allstate in the endurance world and our first title sponsorship of a running company. Allstate is always looking for new ways to support our local communities, connect with people and provide expert protection for our customers so they can continue to pursue the things they love in life, and the Hot Chocolate race series sponsorship is just another way we can accomplish that goal,” explained Hollander.

Partnering with RAM Racing and the Hot Chocolate 15k/5k allows Allstate to combine their mission with a positive lifestyle entity that is about the improvement of the well-being of the community and the participants. For RAM Racing and its Hot Chocolate race series, the partnership positions them to expand their reach and brand awareness, thus continuing the company’s growth.

The Hot Chocolate 15k/5k is the fastest growing endurance race series in the nation. The series originated from a single race in Chicago in 2007 which went from hosting 3,500 runners in its first year to 50,000 runners in its fifth year. The race expanded to a series which now spans from November to April of the following year and has now grown to 17 major cities and will host its first international race next year in Mexico City. According to Running USA, in the 2015/2016 Hot Chocolate 15k/5k series season, there was an 8% increase in runners over the previous year.

At a time when the industry has been realizing declines, runners are flocking to the Hot Chocolate race series with its high-quality chocolate products and renowned goodie bags for runners. RAM Racing CEO, Steve Ginsburg, stated that, “In 2017 the Hot Chocolate 15k/5k series posted year-over-year registration growth for the ninth consecutive time while the endurance racing industry suffered its third consecutive year of decreased participation.”

According to the last reported study by Running USA in 2016, the number of running event finishers dropped from 19 million in 2013 to 17 million in 2015. A trend which continued into 2017.

Beyond the Hot Chocolate series, Ginsburg and RAM Racing are share their successful practices of race production and quality service with other race production companies. Their focus is not on dominating the competition, but uplifting the running community and enhancing the endurance racing experience throughout the industry.

Allstate has a major focus on their “culture of service” and Hollander made it clear that, “RAM Racing’s work with charity partners and their overall dedication to the community made them a clear choice for Allstate.”

Allstate Insurance is about the protection and well-being of the customers that they serve. Their three-year commitment to the popular endurance race reinforces Allstate’s mission, and it shows the confidence that Allstate has in the Hot Chocolate 15k/5k series and RAM Racing’s future.