Imagine facing, at the end of a long run under the sun, a climb like that, very steep, before crossing the finish line and finally being able to celebrate and breathe a sigh of relief.
The description above is a reference to São Silvestre, the most famous and traditional street event in Brazil. But it also works well as a metaphor for the current state of similar competitions across the country.
After two years of a pandemic, the evidence is starting to come back, albeit at a slow pace. And the expectation of the organizers is that pre-Covid levels will be reached in 2023. But before reaching Avenida Paulista, it is necessary to finish climbing the dreaded Brigadeiro Luiz Antônio. It’s not long, but it’s still missing.
According to a survey by TicketSports, the largest Brazilian company that sells tickets to endurance sports events (a category that includes street races), events held in 2022 lost, on average, 40% of participants compared to 2019. first semester, the events took place with 60% to 65% of its potential audience. The expectation is that this number reaches 80% in the second semester, and returns to 100% only next year”, says Daniel Krutman, CEO and founder from TicketSports.
The sector works with moderate optimism. A survey by Nielsen Sports released last year estimated that 13% of all runners in the world started activity after April 2020. And 9% of this contingent says that Covid-19 was decisive for the practice of the sport. “The challenge is to bring this new runner to competitions, but we are confident that one time he will come”, says Marcos Pinheiro, founder of Sportion MKT & Esporte and vice president of Abraceo (Brazilian Association of Street Racing and Outdoor Sports), entity that brings together almost 100 companies that organize sporting events in the country.
Less evidence, less people. But that’s not all that changed. Races in 2022 have seen changes in the profile and behavior of runners. Below I list some characteristics of this “new normal” (sorry, I promise to be the last time I use this expression).
less women
Women were the majority of participants in street races until 2018. The pandemic reversed this trend and, in 2022, they are 42% of the total number of participants in the tests. I’ve heard some theories about this change. One is that runners are more cautious about returning to face-to-face events. Another is that they traded running for other physical activities during the pandemic. The fact is that women are going to tests less.
Where are the young people?
It is easier to find a 60-year-old runner than a 25-year-old in street events, according to a survey by TicketSports. The 25-29 age group represents 4.1% of enrollments, while the 60-64 age group comprises 5.8%. The average age of athletes is 45 years.
the weight of the pocket
It wasn’t just rice and beans that were more expensive. Organizational costs – and, consequently, registration fees for athletes – have also gone up. Money is short for everyone. Organizers are looking for alternatives, such as offering cheaper kits, without a t-shirt, or splitting the registration fee. The fact is that high costs appear as one of the main reasons for the drop in the number of participants.
Enrollment at the last minute
The athlete already knows that the pandemic has increased uncertainty about holding public events. Today, runners prefer to register at the last minute, when they are more confident that their race will not be cancelled. This behavior adds an extra dose of difficulty for the organizer.
new audience
Half of the participants in a race run in that event for the first time. That is, the renewal is 50%. This has brought an additional challenge to the organizers. “It’s an audience that needs to be informed about the routines and protocols of the tests. Many don’t understand why we don’t deliver the race kit on the day of the event”, explains Pinheiro, from Abraceo.
End of virtual races
Virtual races – those that take place on a scheduled date and time, but without the traditional organization and formal structure – are disappearing. “People are dying to meet,” says Pinheiro. The expectation is that they represent less than 1% of the sector in the coming years.
Is that you? Have you had the chance to participate in any competition this year? Share your impressions in the comments below or write to [email protected].
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