Running and sports events · Where our heart is
Marketing agency for running events
- WHO WE WORK WITH
- Base Running, Equilibra Running Team, Verona Run with Infront
- IN 2026
- 31,000 participants in Base Running races
- SOLD OUT
- La Mezza, La Dieci, TuttaDritta and Weekend Reale sold out in 2026
IN SHORT
The name is no accident: Digital Runner was born out of running. For race organisers we're the whole marketing department: website and registrations, advertising campaigns, design, social media, event video, newsletters and data. We do it for Base Running in Turin, for Equilibra Running Team and, together with Infront, for the Verona Run Marathon and the Romeo & Giulietta Half Marathon.
How we work on a race
FROM SIX MONTHS BEFORE THE START TO THE DAY AFTER
ONE RACE, SIX MOMENTS
START · · · · · FINISH
-6 MONTHS
Registration opens
Race page, route, shirt and medal
-3 MONTHS
First price rise
Campaigns and newsletter: last days at full price
-1 MONTH
The month of the bibs
Route video, groups, companies, runners from out of town
-7 DAYS
Race week
Bib collection, timings, the assistant that answers
RACE DAY
The start
Filming, photos, stories from the race village and the finish
+1 DAY
The day after
Thank-yous, results, numbers for the sponsors
The start pens fill up in the months before, in waves. Each wave has its own content and its own email, and advertising only goes where it is needed. That is how Base Running’s races sold out, one after another.
Our software for sports clubs
Members, fees and certificates?
ClubRM takes care of it.
Our management software for sports clubs: members sign up, pay and upload their medical certificate from their phone, the office approves with one click. It works for any sport with registered members, and Base Running already uses it.
What’s included
WHAT WE DO,
IN PRACTICE
01
Website and registrations
A page for every race with course, rules, entry fees and sponsors always up to date, linked to registrations and the shop. Plus structured data, so Google understands it's a race with a date and a place.
02
Advertising campaigns
Meta, Google and TikTok to fill the start line, pushed at the moments that matter (registrations opening, price changes, last bibs) and abroad too, when runners travel in from elsewhere.
03
Social media and content
A plan that starts months before the gun and ends the day after. Courses told through carousels, race shirts and medals, the race village, the stories of the people running.
04
Event video
The course video for runners still deciding, footage from race day, short edits for social media and others for the sponsors.
05
Design and communication
The race identity and everything that flows from it, from graphics for social media and campaigns to materials for the race village and partners.
06
Newsletters to registered runners
An email for every phase, from registrations opening to bib collection, right through to photos and results. More than one in two people open Base Running's newsletters.
07
Data and analysis
Registrations day by day alongside the campaigns, one edition against another, with RunAlytics. So you know what brought in runners and what didn't.
08
Sponsors
Sponsor presentations built on the real numbers of the race and its channels, like the one we prepared with Base Running for the 2027 season.
We run too
Digital Runner was founded in Turin in 2024 by people who run, and some of our clients organise races. We know what it means to have a course to certify, a sponsor who wants a bigger logo, a thousand questions about bib collection in the week before the start. That’s why, with races, nobody needs to tell us where to begin.
A race is a shop with an expiry date
Registrations behave like e-commerce sales, with one difference: once the gun goes, there’s nothing left to sell. That’s why we think in moments. Registrations opening, price changes, the last bibs, race day, the day after. Each one has the right content, the right email and, only when needed, the right campaign.
The numbers, race by race
In 2026 Base Running’s races had 31,000 participants, its social channels had 21 million views in a year and Instagram grew by 84%. La Mezza, La Dieci, TuttaDritta and the Weekend Reale sold out. It can all be read on RunAlytics, the dashboard we use to put campaigns side by side with registrations.
The method
HOW WE TAKE A RACE TO SOLD OUT
01
We study the previous edition
02
We open registrations with a story
03
We push at the right moments
04
On race day, we're there
05
The day after, we start again
STEP 01 OF 05
01
We study the previous edition
Registrations day by day, where the runners came from, which posts and which campaigns worked. Every race starts from the numbers of the one before.
02
We open registrations with a story
The course, the shirt, the medal, the city. They're the reasons someone picks that particular race, and we put them front and centre.
03
We push at the right moments
Price changes, last bibs, groups and companies, runners travelling in from elsewhere. That's where advertising is needed, and often a little goes a long way.
04
On race day, we're there
Footage, photos, live stories from the race village and the finish line. It's the day when runners tell the story of the race for you.
05
The day after, we start again
Thank-yous, photos and videos, the numbers for the sponsors. And the first note for the next edition, which starts filling up from here.
What you get
THE WEBSITE, THE CONTENT AND THE NUMBERS
WHAT WE WORK WITH
We did it for
THE PROJECTS WHERE
WE DID IT
Running events
RUNNING AND EVENTS
Base Running Team
31,000participants in Base Running races in 2026
Read the case study
Running events
RUNNING AND EVENTS
Infront · Verona Run Marathon
Running · Verona Run Marathon and Romeo & Giulietta Half Marathon
Read the case study
Running events
RUNNING AND EVENTS
Equilibra Running Team
Sport and events · the Mezza, the Dieci and the Notturna che Vale, more than 10,000 runners in a year
Read the case studyBetter said up front
WHEN WE'RE NOT THE RIGHT CHOICE
NO
The race is three weeks away
Something can be done, but start lines fill up in the months before. If race day is just around the corner we'll tell you, and help you set up the next edition.
NO
You only need the odd post
Our work pays off when website, social media, campaigns and newsletters move together. For a few one-off posts, someone on your staff will do.
NO
You don't want to look at the numbers
We make every choice based on registration data. If it can't be measured, we'd be working in the dark, and that's not how we work.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
How far ahead of the race should we start?
As early as possible. Races fill up in the months before the start, and every price change is an opportunity that needs preparing. With Base Running we work all year round, one race after another, so the communication never goes quiet.
Do we need a big advertising budget?
Not necessarily. In 2026 La Mezza, La Dieci and TuttaDritta in Turin sold out by relying mainly on organic communication, with advertising used only at the moments that matter. We decide the budget together, race by race.
Do you work outside Turin too?
Yes. With Infront we look after the Verona Run Marathon and the Romeo & Giulietta Half Marathon, and for the Weekend Reale we also run campaigns in France. Races can be promoted from anywhere; on race day we organise our presence on site.
Can you help us with sponsors too?
Yes. We prepare presentations with the real numbers of the race and its channels, meaning registrations, views and audience, plus the materials for partners during the season.
Can you manage the website and registrations?
Yes. We build and manage websites with a page for every race, a shop for registrations and memberships, and a virtual assistant that answers runners' questions in the week before the start.
TELL US ABOUT YOUR RACE
Date, course, how many runners signed up last year and how many you'd like. We'll tell you how we'd get it to the start line, and where we'd begin.