Winning Partnerships

Running Events Popular For Corporate Engagement

BY DWAIN HEBDA

In Greater Omaha, walks and runs are a popular way to raise funds for a good cause, while also encouraging corporate participation through sponsorships and team building alike.

“OPPD and Metropolitan Utilities District (MUD) host Heat the Streets Run & Walk for Warmth every year for a few reasons,” said Jodi Baker media specialist with Omaha Public Power District. “First, runs and walks tend to have good participation, especially when there’s an option to be competitive. This kind of event has proven to be a successful fundraiser to support OPPD and MUD utility bill payment assistance programs for customers in need.

“It also makes sense for us in terms of raising awareness of the plight so many of our customers face. We intentionally host our event in the cold winter months to bring attention to their struggle to keep their homes safe and warm.”

Wellness Culture

The 16th Heat the Streets Run & Walk for Warmth, held in March, attracted more than 900 participants across all divisions. Baker said just like many of the corporate sponsors of the event, OPPD/MUD’s efforts to encourage employee participation are in-line with its focus on health and wellness.

“At OPPD, we stress the importance of physical and mental health and safety. It’s a big part of our core values of having a passion to serve, honoring our community and caring about each other,” she said.

Across the nation, running is booming and with it the various races that give beginning and experienced runners an outlet on virtually any weekend, coast to coast. Statista reports 50 million Americans listed some form of running or jogging as part of their fitness regimen in 2022. Race participation grew last year by 16%, per Running USA. According to the report, the 5K is the most popular in the U.S. with 8.9 million registrants last year – this is after participation declined by 13% between 2017 and 2019.

The average running age was 39 in 2019, according to the International Institute for Running Medicine, suggesting that a 5K will continue to have a strong base of participants for years to come.

Supporting the Mission

Pam Schwarting, assistant athletic director, external relations with the University of Nebraska at Omaha Athletics, is the race director for the Classen-Leahy Maverick Run, now in its 12th year. She echoed the observation that many companies promote such events to employees as a relatively easy and very visible way to emphasize employee health.

“We have a lot of companies that have put it through their wellness groups,” she said of the Classen-Leahy run. “They run it through that department and give their employees incentives to come participate. A lot of them bring 50 runners and I even have a corporation that brings over 100 people out to it.”

The event, which attracts about 2,000 runners, raises between $80,000 and $120,000 annually to help fund athletic scholarships.

“This is my twelfth year and I’ve seen a big uptick in sponsorships and people wanting to be involved in it,” she said. “[Companies] love the fact that the proceeds go to support student-athletes with scholarships. A lot of corporate participants are also alums, and a lot of them want to support