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February 9, 2024


National sporting events company Atlas Events has entered into an exclusive naming rights partnership with award-winning international airline EVA Air for its flagship south east Queensland marathon events.

The strategic partnership, which runs until 2026, includes the Brisbane Marathon Festival and Sunshine Coast Marathon Festival, both of which are on track for another sell-out year.

Atlas Events founder and managing director Jason Crowther highlighted several synergies between the two companies, including a shared commitment to fostering community engagement while promoting healthy, active lifestyles.

“EVA Air has proven itself to be a company that is passionate about connecting communities and promoting health and fitness with a track record of supporting major sporting events, including Taiwan’s second largest running festival,” Mr Crowther said.

“This alignment of values is crucial to Atlas and our mission to deliver accessible and inclusive community sporting events. Since we launched in 2012 as a single-event company, more than 60,000 people have joined us on the start line across our events nationally, improving their health, connecting socially and helping generate funds and awareness for important local causes along the way.”

Each Atlas event is aligned with charitable partners, allowing participants to leverage the occasions as a platform to raise funds for causes close to their hearts. Notably, the Sunshine Coast Marathon has contributed more than $2 million to support local charities and organisations since its establishment in 2012.

Mr Crowther said 2024 was already shaping up to be a bumper year for marathon events with a record number of participants forecast for the Brisbane and Sunshine Coast festivals in June and August respectively.

“There’s been a 40% increase in entries across all our running events in the past month and it’s not just Atlas, we’re also seeing competitor events selling out in record time, which shows that people are prioritising their health and wellbeing more than ever,” he said.

“The magic of a running event extends well beyond athletic performance. They connect people of all ages and abilities, foster a sense of community and social connectivity, and bring visitors to our incredible cities. That’s what makes EVA Air a great fit as they’ve long recognised the value in engaging with diverse communities through running.”

As the exclusive naming partner, EVA Air will bring its global expertise and innovative approach to enhance the overall experience for participants, spectators, and volunteers.

EVA Air's commitment to sustainability and corporate social responsibility also aligns with Atlas Events’ emphasis on promoting health and wellness while respecting the environment.

General Manager of EVA Air’s Australian branch, Nick Chen acknowledged the partnership with Atlas as one that would help promote their south east Queensland flights while contributing positively to the local community.

“We’ve been flying into Brisbane for 30 years and it’s a global city EVA Air has a great affinity with,” Mr Chen said.

“Our partnership with Atlas Events has been carefully considered. We support the EVA Air Marathon in Taipei and with 24,000 participants we’ve seen first-hand the power mass participation sporting events have on the local community, the health of participants and tourism.

"The Brisbane and Sunshine Coast marathons are renowned for their enjoyable and highly energetic nature. With professional organisation, they exude a contagious carnival atmosphere that is unmatched and unbeatable."

Sunshine Coast Events Board chair John Williams said the partnership was a huge win for the region.

“The long-term partnership with EVA Air presents an exciting opportunity to welcome more international visitors and in turn help boost economic benefits for the Sunshine Coast,” Mr Williams said.

As one of Australia’s premium destinations for hosting and participating in sporting events, Visit Sunshine Coast CEO Matt Stoeckel said events such as the Sunshine Coast Marathon showcased the region across Australia and internationally.

“With a new international aviation partner locked in, the Sunshine Coast Marathon will have the potential to spread its wings further afield,” Mr Stoeckel noted.

“Our international visitor numbers are progressively returning to 2019 levels, and with the Sunshine Coast selected to host events in the 2032 Brisbane Olympic Games, increased exposure from hosting scenic events such as this will help introduce the region’s outstanding attractions to new audiences around the world.”

Brisbane City Lord Mayor Adrian Schrinner acknowledged the city's premier running event, which attracted 7,500 runners in 2023 and is in its 32nd year, was a key feature in Brisbane’s impressive line-up of major events.

“When participants aren’t taking in sights of the city’s iconic Story Bridge and Kangaroo Point Cliffs, they can enjoy our warm winter sunshine, community spirit, and some well-earned respite in our world-class hotels and restaurants,” he said.

“Events like this one are a big boost to local businesses, attracting visitors from Australia and beyond who fill our hotels, cafes and restaurants and support our local economy.”

Pictured: Mark Laforest – Atlas Events Director, Nick Chen – General Manager of EVA Air Australia, and Jason Crowther – Atlas Events Managing Director

About Atlas Events

Atlas Events manages large scale community sporting events that promote affordable opportunities for participants to take part in a healthy and active lifestyle. Founded in 2012 on the Sunshine Coast, Atlas runs events nationally. Each Atlas’ event supports the local community, businesses, tourism industries while raising funds for charities and local community groups. Their events promote a sense of healthy community within a relaxed, enjoyable and professional event environment.

About EVA Air

EVA Air, Taiwan’s leading independent airline, was formed in 1989 and is a Star Alliance member. EVA Air is part of the respected Evergreen Group and a sister company to global container-shipping leader Evergreen Line. Over more than 30 years of operating international passenger and airfreight flights, EVA has earned a reputation for excellence in its services and safety practices.

Serving Brisbane for 30 years and offering flights to and from the Queensland Capital three days per week, EVA Air serves a global network that connects Asia and Mainland China to Europe, North America and Oceania and links more than 60 major business and tourist destinations.

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