How organisers are building prestige of sporting events like Cape Town Marathon to attract even more international participants

Cape Town has established itself as a major sporting destination for South Africa, with annual events attracting participants from around the world, particularly in running and cycling.

But organisers have to continue working at building the prestige of these events, says Clark Gardner, CEO of outdoor sports events business Faces.

Stephen Grootes caught up with him at The Money Show live broadcast from a 'Primedia Cares' event in Cape Town.

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Right now, Gardner is immersed in preparations for the Sanlam Cape Town Marathon taking place from 23-24 May.

It represents Africa's first candidate for the Abbott World Marathon Majors, the prestigious series of seven of the largest and most renowned marathons around the globe.

It’s time to show the world how we run a marathon in Africa, proclaims the Cape Town Marathon website.

"We are on a mission to put Cape Town, the African continent, its iconic marathon champions and its magnificently diverse cultures on the world stage."

What international participants are looking at is, as Gardner terms it, "what is your social license to operate?":

"What have you done to make me feel safe; what have you done to show the prestige of the event?"

Innovations being introduced to shine on the radar of these international athletes include an elite field which this year features Kenya's two-time Olympic marathon champion Eliud Kipchoge, and chasing credibility like the Abbott Majors, Garner says.

As a location, the City of Cape Town of course sells itself.

"It's a unique value proposition - it's city, mountain, sea, sun, all in the same place. The difficult part is signing up for and investing in the long term, so that you build that credibility and build the prestige."

What also will contribute to the legend that the internationals will hopefully be telling at home of the best marathon ever, is the unique "African spirit" runners experience here.

"Look at our start line - we've got 8,500 international participants this year and they're going to be standing next to people that are dancing and singing, which they've never experienced before. Then, on the route, there's going to be so much diversity in the people cheering them on... There are gumboot dancers, marimba bands... It's unique."

To hear more from the Faces CEO, listen to the interview audio at the top of the article