The sponsorship strategy in Spain focuses on running specifically in marathons. The company sponsors five major marathons across Spain’s largest cities, extending brand visibility nationwide and reinforcing its commitment to healthy lifestyles for both employees and customers and running community.
Runners from Across the Country
Since 2012, when Zurich launched the Zurich Marató Barcelona, the brand’s presence in running events has continued to grow. In 2024, the Valencia Marathon joined the portfolio, with Zurich becoming the title sponsor. This milestone positioned Zurich Spain as the leading title sponsor of running events in the country.
From the beginning, the percentage of runners who are Zurich customers, employees, or intermediaries has consistently increased, highlighting Zurich Spain’s success in using these events to engage key stakeholders, foster customer loyalty, and attract new clients.
One of the most impactful initiatives is the "Run for Free" campaign, through which Zurich distributes over 2,500 race bibs annually to employees, clients, partners, and members of the running community, encouraging active participation in races across the country.
Zurich has built a vibrant running community called "From Head to Toe", which now includes more than 70,000 members. Within this community, runners can take on the "Big 5 Challenge"—completing all five Zurich-sponsored marathons to earn a commemorative finisher bracelet.
Each year, over 150,000 runners participate in Zurich-sponsored races—a number that continues to grow annually.
