How to generate national media coverage for mass participation events

Mass participation events have the power to unite people around a shared goal, whether that’s crossing a finish line, supporting a cause, or being part of something bigger. But their impact doesn’t end on race day. With the right PR strategy, these events can generate meaningful media coverage for mass participation events that drive awareness, build emotional connections and increase sign-ups year after year.

PHA is an award-winning Sports & Fitness PR agency specialising in storytelling. We thrive on unearthing powerful stories of the ‘why’ behind the individuals who take part in these events. We know how to spot a good story, working up angles that will resonate with the media. 

We’ve worked with organisations including adidas Manchester Marathon, Royal Parks Half Marathon and Threshold Sports to elevate their press coverage in the national media.

Using human interest and storytelling to increase media coverage for mass participation events

From first-time runners overcoming adversity to fundraisers with powerful personal motivations, these stories provide a strong hook for media. We work closely with the event organisers to identify these narratives, uncovering standout entrants early, before developing angles and strong visual assets to turn these into interview-ready case studies that can travel across broadcast, print and online media. 

Powerful human interest stories are one of the most effective drivers of sign-ups for mass participation events because they transform the event from a physical challenge into an emotional connection, and one which resonates. When audiences see real people – not elite athletes – overcoming adversity, fundraising for personal causes, or simply pushing beyond their comfort zones, it helps them recognise themselves in the narrative. This relatability lowers the psychological barrier to entry, and the event no longer feels exclusive or intimidating, but something “people like me” can do, tapping into themes such as resilience and determination.  

Boost mass participation and media coverage with celebrity participation

Having a celebrity presence at your event is an effective way to engage national lifestyle and picture desks. The most effective celebrity involvement moves away from passive endorsement and instead places celebrities at the centre of compelling narratives, whether that’s personal challenges, charitable motivations or training journeys. This allows for more authentic storytelling, rather than contrived endorsement.

Ultimately, success depends on authenticity and strategic fit. Audiences are increasingly discerning, so partnerships must feel genuine and aligned with the celebrity’s persona and the event’s purpose. When done right, celebrity involvement moves beyond basic awareness to become a powerful engine for engagement, participation and earned media cut-through. 

We’ve had a number of high-profile celebrities take part in events we’ve worked with, owing to the strength of the relationships we have with talent management agencies. Just some of the names that have taken part include TV personalities Ben Fogle and Katie Piper, Olympians Rebecca Adlington and Eve Muirhead, soap stars Adam Woodyatt and Natalie Cassidy, radio presenters Chris Evans and Jenni Falconer, as well as TV presenters Dermot O Leary and Emily Maitlis. 

Activate spokespeople to maximise media coverage opportunities

Interviews are a great way for event organisers to land key messaging. Rather than relying on a single voice, it’s helpful to have a range of different spokespeople to put forward. This could include the event’s senior leadership team, participants, charity fundraisers, celebrity runners and volunteers. 

For the adidas Manchester Marathon, on race day itself, we managed a full interview schedule at the start and finish lines with those taking part, the incredible supporters on the sidelines and the CEO of the event organiser.

This ensured we maximised opportunities across the marathon weekend, driving a high share of voice and an ownable conversation on the days it mattered most. Our coverage included pieces across 10 BBC channels, including BBC National News at Six, BBC Northwest Tonight, BBC Radio 2, BBC Radio 6 and BBC Radio 5 Live.

More from us

PHA is an award-winning sports PR agency with a proven track record of delivering impactful media coverage for mass participation events. From global marathons to challenger events and charity-led campaigns, we specialise in creating standout moments that resonate with national media and inspire audiences to take part.