Whether you're a sponsor backing the story or a club sending your champion — here's exactly what happens and when.
This is when you get in early. The sponsorship deck is ready. Title sponsor conversations are happening now.
Early partners shape the narrative. Your brand becomes part of the founding story, not a late addition. If you're serious about being part of Comrades 100, now is the moment to talk to us.
We're building the foundation. The website is live. Social channels are launching.
If your club is interested in sending an ambassador to Comrades in 2027, now is the time to start the conversation. Early clubs get the most support and guidance.
Gold sponsor conversations begin. The first 10–20 clubs are confirmed — that's your first audience.
The content engine starts: club profile videos, social campaigns, media coverage. Your brand appears from the very first piece of content. When runners start training, they see you.
We're reaching out to clubs we admire — and accepting applications.
The first 20 partnerships are confirmed. If you want to be part of the founding group, apply now. These early clubs shape how Comrades 100 evolves.
Silver sponsors come on board. 40–90 clubs are confirmed — that's 10,000–45,000 community members seeing your brand.
Content is flowing from 50+ countries. The story is building momentum. Your logo appears in training videos, on social media, in club newsletters. The audience grows every week.
Applications are open and recruitment is in full swing. Your club applies, gets confirmed, and selects your runner.
Your runner needs a sub-4:50 marathon to qualify. Start planning now. Entry day is coming in October, and your runner must secure their own Comrades entry. We'll give you all the strategy and connections you need.
The Club Platform launches with your branding built in. 100 clubs using a tool with your logo every week.
All sponsorship deals close. This is when your investment locks in for the duration — 6 months of persistent presence in a platform clubs actually use, every single week.
The Club Platform goes live — your club gets access to real software for managing your runners. Comrades entries open (usually late October).
Your runner MUST secure their own entry. This is the most critical moment. We provide strategy guides, tour operator connections, and full support — but this is on you.
The public announcement drops. Media coverage explodes. 100 clubs and runners revealed. Training content flows for 6 months.
Your brand in every training video, every Strava post, every club update. This is the longest and most valuable content window of the entire journey.
Your club and runner are announced publicly. Training content begins — your runner's journey is documented for 6 months.
Qualifying marathons tracked. Race week logistics confirmed. Welcome packs prepared. The countdown begins. This is when it gets real.
This is it. Your brand at the Race Village for 5 days. Welcome dinner speaking slot. 12 hours of live content with your branding on race day.
100 flags. 100 countries. Your brand at the centre. The single most concentrated brand moment of the entire journey. This is what you've invested for.
Your runner arrives in South Africa. Monday–Tuesday: arrive and settle into the Race Village. Wednesday: Welcome dinner with all 100 ambassadors. Thursday–Friday: Race prep, shakeout runs, kit check.
Saturday: RACE DAY. 90km. Pietermaritzburg to Durban. The moment you've trained for. Your flag. Your story. Sunday: Recovery, celebration, medals. You did it.
Post-event ROI reports delivered. Journey videos produced — your brand in 100 personalised films shared to 100 club communities.
The flywheel begins: club members want to come to SA. Your brand stays in the platform as it opens globally. Multi-year exposure from a single investment.
Post-race experiences: Cape Town or Safari for 3–4 days. Your runner flies home with a medal and stories to tell. We produce a journey video for your ambassador.
The homecoming: your club hosts an info evening. The flywheel: members say "I want to go next year." The Club Platform stays — your club keeps access forever.