In a bid to enhance its marketing efforts internationally, the Comrades Marathon Association initiated the Comrades Marathon International Brand Ambassadors Programme in 2005. Through this programme, passionate Comrades Marathon runners are identified to represent The Ultimate Human Race in their own countries. We currently have 25 Comrades Brand Ambassadors, including two Ambassadors-at-Large.

All Comrades Brand Ambassadors are volunteers who liaise with both existing Comrades runners in their regions and the CMA. With the Comrades family spread through a wide range of cultural and ethnic groups around the world, they also give the CMA an insight as to how their area perceives the Comrades Marathon.

Amongst other things, The Comrades Brand Ambassadors tell the “Comrades story” in their respective countries and regions. Specifically, the Comrades Ambassadors publicize the Comrades Marathon to the local running community, the media, the sports community, running shops, running apparel manufacturers, charities and community leaders in their countries.

Secondly, the Comrades Brand Ambassadors are available ‘in-country’ to potential and actual international runners. When the Comrades Marathon office receives requests for information from abroad, the local Comrades Brand Ambassador is advised and makes him/herself available to compatriots to respond to general questions, to share personal experiences; and to advise and assist in any way possible.

It adds a personal touch and helps facilitate greater international participation. Similarly, the Comrades Brand Ambassadors seek out opportunities at local ultras, marathons, and other races; and generally makes him/herself available to potential international participants.

Thirdly, the Comrades Brand Ambassador advises the Comrades Marathon Association on its international runners’ programme. This involves publicity for Comrades abroad, inspiring greater numbers of international runners, and forging linkages with national ultra-running organizations and perhaps individual ultras, as well as potential foreign sponsors.

The CMA appreciates the time, effort and enthusiasm that these Comrades Brand Ambassadors put into promoting the Comrades Marathon globally. Through their passion and commitment, the number of international runners participating in the Comrades Marathon has greatly increased each year.

For more information, please email delaine@comrades.com