The Irish Life Dublin Marathon will return to live terrestrial television next month for the first time in 15 years, a significant development for one of the country’s biggest mass-participation sporting events.
Dublin Marathon Group has agreed a new partnership with TG4, which will see the sold-out race broadcast live and free-to-air on Sunday, October 25, with worldwide coverage also available through the TG4 Player.
The 45th running of the Marathon will feature 22,500 registered participants, supported by thousands of volunteers and spectators along the route.
TG4 will go live from 8 am, covering both the elite race and the thousands of runners taking on the 26.2 miles for personal, club and charitable reasons.
Gráinne McElwain will present the coverage, with former international athletes Rory Chesser and Mary Cullen providing analysis. Ronan Duggan and Olympian Michelle Finn will be on commentary, with Máire Treasa Ní Dhubhghaill reporting from around the course.
Future Proof Media will produce the programme.
It will be the first live terrestrial broadcast of the Dublin Marathon since RTÉ covered the race in 2011. More recently, the event’s own YouTube channel has offered live coverage.
Any major marathon has two different audiences. Some run it; others experience it.
With 22,500 places sold, increasing the first number is difficult in the confines of a working city centre. Increasing the second is potentially almost limitless.
That is why Dublin Marathon Group CEO Seán Ó Ríain’s description of the broadcast agreement as an investment is significant.
“Bringing the Irish Life Dublin Marathon live and free-to-air has been an important ambition for us,” he said.
He added that the objective was to enhance the experience for runners and supporters while growing the Marathon’s profile and reach at home and internationally.
TG4 Head of Sport Rónán Ó Coisdealbha has made clear that the intention is to capture the personal stories and atmosphere as well as the competition at the front.
Sport for Business Perspective
Sporting organisations often look first towards ticket sales when seeking revenue and audience growth.
The Dublin Marathon cannot easily do that because it is always sold out and takes place in a city environment.
Instead, Dublin Marathon Group is investing in turning the event from something experienced predominantly by the people on the streets of Dublin into a national and international media occasion.
That expands the inventory available to existing and future partners without adding another runner to the start line.
This is not a traditional rights deal in which a broadcaster simply pays to acquire a property. Dublin Marathon Group itself describes the live programme as an investment in developing the event.
The immediate return may be measured less in a rights cheque and more through reach, profile, sponsor value, international recognition and the long-term positioning of the Marathon.
Dublin Marathon Group, TG4, Irish Life, Sports Direct and Dublin City Council are full members of Sport for Business. Dublin City Council are our Partner in Participation and Community Sport.
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Image Credit: Dublin Marathon and Sam Barnes, Sportsfile.
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