By: Yohan P Chawla
Run a race with your colleagues and contribute to a cause of your choice – that’s the essence of The Bloomberg Square Mile Relay Race. It’s a race for businesses and corporates to participate in, and 25% of the race fee is given to an Extra Mile Partner which is an NGO dedicated to that particular cause.
The race has been happening since 2007. With successful races across 11 countries, the race in 2018 itself has improved and provided for education to young people in Sydney. In Tokyo, the race has empowered women and girls. Prevented childhood obesity in New York.
The year 2019 marks their entry into India, and I got a chance to interact with James Hassett, MD of Square Mile Sport, to understand the race concept, what it has for the corporates and the interesting CSR angle to it. Read on
How did the idea come to you, when you first started it in London in 2007? How was it received?
The concept was created by our CEO, Nick Keller, and was derived from an old school running competition that he used to take part in where the school children would form teams of 10 and complete the “10-mile Cup” race, each completing a mile. Nick thought the overall concept of team work and team bonding would be very well suited to the business and corporate environment, especially with the importance of employee health. The idea for creating the Square Mile Relay was born.
Bloomberg received it exceptionally well and could see the benefits to all their clients, prospects and wider financial community, and so become the first and only headline sponsor of the event globally starting with the inaugural race in London 2007.
Is it the Bloomberg Square Mile series in all 11 countries? What marketing and promotional (and or other) benefits does Bloomberg derive from it?
Yes. Bloomberg is the global headline partner and thus it is known as the Bloomberg Square Mile Relay global race series, which will be held across 12 cities in 2019 with Mumbai and Paris both being added to the existing races in London, Singapore, Hong Kong, Shanghai, Sydney, New York, San Francisco, Tokyo, Sao Paulo and Dubai.
Bloomberg derives enormous benefit from a multitude of different aspects of the overall event, from branding, promotions, communications and client engagement, to philanthropy – which is giving back to each local community through The Extra Mile program, created specifically for this event.
What is the format of the Bloomberg Square Mile Mumbai, happening on the 15th of March in Mumbai? How many corporates and total racer participants are you expecting or targeting?
The Bloomberg Square Mile Relay is a one-of-a-kind, immersive team building experience, which uniquely takes place in the heart of financial districts around the world. Unlike other corporate events where individuals compete against one-another, this event is all about the TEAM. Work together. Race together. Celebrate together. This race is for everyone in the office, with team bonding, employee engagement, health and well-being at the beating heart of it. This is the only global corporate relay running race of its kind. Each team of 10 colleagues run an unconventional and exciting one-mile lap through the heart of a city’s financial district, followed by a buzzing after-party where runners and supporters can enjoy delicious food and drink and celebrate with a live DJ in the Race Village.
What are the participation fees, and how will they be used? Any CSR-linked initiatives?
We are committing US$20,000 to donate to The Extra Mile partner. In India we have Magic Bus as out partner, who works with more than 3.75 lakh children and 10,000 young people living in poverty across 22 States of India, to move them out of poverty. This means that at least 25% of the INR 40,000+ GST Team Entry fee will go towards positively impacting the local community. Corporations can sign up now to take advantage of discounted rates on the event’s official website –www.squaremilerelay.com
How is the Mumbai initiative different or bigger than the others?
The Mumbai edition of the Bloomberg Square Mile Relay will be held at Jio Gardens, BKC on Friday, 15 March. It will enshrine all the cultural uniqueness of India, like no other city in the Series. I have no doubt that the race will prove to be extremely popular and showcase the best of Mumbai’s businesses. In each city, on an average we have over 1000 runners from 100 companies participating and enjoying the after-party, networking dinner with some great entertainment, hospitality and music.
Tell us about Square Mile Sports. How did it come into being, and why have you remained so low key in India? Why did you take so much time to get to India wit this concept?
Square Mile Sport started in London in 2007 with the launch of the inaugural Bloomberg Square Mile Relay and has not only grown the global series in 12 races but over the years has also hosted sports-related gala dinners and awards ceremonies for the financial corporations. Square Mile Sport has experienced exponential growth over the last 5 years taking the race from one edition in London to now 12 and it was just a matter of time before bringing to India.
Will you be open to taking this concept to other corporate brands, or does this Bloomberg title partnership keep you exclusively with them?
Bloomberg is the exclusive global headline partner, however we very much welcome other brands for local and global sponsorship opportunities and would very much like any interested parties to contact our team at Sportoid.
Anything else you wish I had asked you?
I would like to add that this is not a usual or standard running race. The Bloomberg Square Mile Relay is a fully immersive team-building event for corporations to involve their employees in fantastic team bonding, engagement and health and well-being activities during the 5-hour evening event on a Friday night straight after work. The positive benefits to employee well-being and productivity are great and we see the same companies coming back to take part in the event year-on-year across all our cities in the Series. It is truly not an event to be missed.
