An incomplete profile
Registration gives you age, sex and origin. It does not tell you what a participant uses, or which brands share the start line.
Eyerace for race organisers
Turn your race data into commercial intelligence
Eyerace describes who competes in your event, what they use and how they perform. With that evidence you can build stronger sponsorship proposals, document observed sponsor presence and support renewals with data.
In one line
Eyerace helps race organisers turn their race data into commercial intelligence.
- The real profile of your race
- Observed brand presence
- A report comparable across editions
- Aggregated, documented delivery
The starting point
You already know your entrants. What is missing is what happens when they compete
Registration tells you who takes part. The results tell you how they perform. What is usually missing is the link between those two sources and the products used and brand presence observed during the race. Eyerace brings those layers into one analysis.
Presence that is hard to prove
The sponsor asks what they got. Without systematic observation, the answer is built on estimates.
No comparable series
Every edition is documented differently, which makes it hard to show progression when negotiating a renewal.
What Eyerace measures at your event
Three layers of data on the same race
Race-day observation is matched to the bib number and, through it, to the authorised race record. The result is an aggregated, comparable dataset.
Who competes
Demographics, origin and race category of your participants, described from your own event record.
- Age
- Sex
- Origin
- Category
What they use
Brand and model of the products detected in competition, with confidence level and product class.
- Brand
- Model
- Product class
- Confidence
How they perform
Official finish time, pace and position, which show how product use varies by competitive level.
- Official time
- Pace
- Position
- Level
What you receive
An event report carrying the intelligence of your race
The deliverable is the same for every edition, so results can be compared and shared with your sponsors without rebuilding the methodology each time.
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Participant Profile
Distribution by age, sex, origin and performance level across everyone analysed.
-
Product Landscape
Share by brand and by model among participants with identified products.
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Sponsor Asset Adoption
Share of participants competing with each sponsor's asset, capture point by capture point.
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Material for your commercial proposal
Charts and figures ready to drop into your sponsorship deck and your post-event report.
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Edition-on-edition series
Comparison with previous editions analysed, using the same metric definitions.
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Documented data handling
Scope, roles, legal basis and retention periods agreed in writing before we start.
What Eyerace does not do
Financial valuation
We do not estimate the financial value of a sponsorship or its media return. We supply the evidence you negotiate on.
Personal data to third parties
We do not hand brands personal datasets on participants. Delivery to brands is aggregated.
Identifying individuals
The analysis is about the products used and the aggregate profile of the race, not about tracking individual participants.
We would rather set the limits than overpromise. The details of data handling are agreed project by project.
Sponsorship
From "we have 5,000 entrants" to "this is who our race is"
The shift is not about volume, it is about precision. These are the statements an organiser can stand behind with observed, verified data.
To win a new sponsor
Participant Profile
"36% of our participants are women and the median age is 37: a clear profile to steer the commercial conversation."
Category opportunity
"11 different brands compete side by side in race footwear at our event and the leading brand holds under 25% share: there is real room for a new category sponsor."
To renew with your current sponsor
Observed presence
"44% of finishers competed wearing your brand's official asset; among those wearing it, 64% are aged 25 to 44."
Leading product
"Your brand's most present model accounts for 5.9% of the entire race analysed: the single most used model at the event, ahead of every other."
These figures come from a real event analysed by Eyerace in 2026. In your report they are replaced by the data from your own race.
Sample report
What the post-event report looks like
An example built on real data from a marathon analysed by Eyerace in 2026: the structure and level of detail of the report the organiser receives.
Real data · event anonymised 2026
Brands present in the race
% of participants with identified products
Reading
The organiser can show a sponsor its real weight in the race, and which brands in the same category are already present at the event.
Analysis base
One edition
2,989
Participants analysed
94%
Detection coverage
11
Brands identified
5
Capture points
Most present models
% of participants with identified products
| Model | Brand | % |
|---|---|---|
| Adizero EVO SL | Adidas | 5.9% |
| Adizero Boston 13 | Adidas | 4.8% |
| Ghost 17 | Brooks | 4.1% |
Real data · event anonymised 2026
What is measured: the number of runners competing in the official race shirt carrying the sponsor's logo, and their age profile.
Age profile of runners wearing the official shirt
% of identified wearers
Reading
64% of those wearing the official shirt are aged 25 to 44. The organiser can show not only how many runners wore the official shirt, but what profile those wearers had.
Sponsor summary
One edition
44%
Finishers in the sponsor's official shirt
1,400
Runners identified wearing the shirt
36
Median age of wearers
58%
Competing in the 21K, 42K or relay
Eyerace measures observed presence and profile. It does not estimate sponsorship value or media return.
Real data from an event analysed by Eyerace
2,989 runners analysed · 94% coverage
How a race is analysed
Light on your team, invisible to the participant
We work with your race direction to select the capture points. The installation is temporary and does not affect how the event runs.
01
Scope
We define objectives, capture points, the product categories to analyse and the data-handling framework.
02
Race day
Temporary set-up at the agreed points. Our team runs the capture without interfering with the race.
03
Processing and matching
Detection, quality control and matching against the authorised race record and the official results.
04
Delivery
The event report, plus a session to read through the results with your commercial team.
The number of capture points and the coverage we can reach depend on the course and the race format. We agree both before we start.
Data & Privacy
The organiser keeps control of their information
You supply the race record and you decide the scope of the analysis. We handle that information solely to produce it.
- Agreed framework. Every project is documented with the corresponding data-processing agreement before race day.
- Defined purpose. Race information is handled for the agreed analysis and for no other purpose.
- Aggregated delivery to brands. Brands receive aggregated intelligence, not personal datasets on your participants.
Next step
Turn your next edition into market intelligence
Tell us your race format and participant numbers, and we will set out what analysis is feasible and what you would receive.
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