Riyadh’s second annual marathon was held on 11 February, supported by a vast media campaign from Legends PR and Communications company.

The race, organised by the Saudi Sports for All Federation in collaboration with the Ministry of Sports and Saudi Arabian Athletic Federation, saw 15,000 runners from all over the world compete to win prize money totalling a million riyals (£209,000). A half marathon and other races for beginners and children also featured.

The marathon is part of Saudi Arabia’s Quality of Life Programme, designed to enrich the lives of its young population while putting the country on the map in the sports, entertainment, and tourism arenas.

As part of its global media campaign to promote the marathon, Legends invited international media companies including Reuters, The Wall Street Journal and Bloomberg. Some 50 news articles were published on media platforms such as Associated Press, France’s AFP, Reuters, Spain’s EFE, Insider website and Infobae México.

Using Twitter, Facebook and Instagram, Legends instigated a social-media campaign that generated more than 3 million views from 13,000 posts on 260 websites and 5,000 social-media accounts. The company also created the marathon’s promotional video and a number of press videos that were published on YouTube.

The marathon’s promotional campaign comes hot on the heels of two other major sporting events promoted by Legends this year – cycling’s Saudi Tour 2003 and the Core Diriyah E-Prix electric car race.

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Legends was created in Riyadh in late 2019. With a global team of experts, the company provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

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