TINEstafetten - European Athletics...02. History A success story from 1993 TINE relay started in 1993 with 10,000 participants. In 2015 there were 104,150 runners from Norwegian schools.

TINEstafetten Worlds largest relay

November 2015

01. Why do we have the relay? It’s simple

The idea is simple Show people what athletics is and get people interested

Everyone can do it Do you have schools? Do you have an athletics federation?

You can do it!

02. History A success story from 1993

TINE relay started in 1993 with 10,000 participants. In 2015 there were 104,150 runners from Norwegian schools. The relay is an initiative to get athletics back

into schools. TINE is Norway’s largest dairy company and delivers milk to all Norwegian schools each week. The Norwegian Athletics Federation and TINE has collaborated for 22 years on the relay.

03. Team For everybody

From 12 to 15 years

Open class Deadline – fully booked

Waiting list

04. Race day Healthy profile

Healthy profile

Sports t-shirt

Healthy drink from TINE

Focus on being active

A fun day for everyone

05. Background information Over 66% of Norwegian schools participate

There are 244,648 pupils in total in the age of 12 to

15. And 104,150 of those are participating in the relay.

That means that 42,57% of pupils in the target group

participate.

There are 2,865 schools in Norway with pupils in

the target group and of those schools there are

1,898 participating in the TINE relay, which is

66,24%.

We can estimate that more than 5,500 people

work as volunteers during the relay. But we don’t

have the exact number. This has increased in the

same speed as the relay.

Both TINE and the Norwegian federation has one

person each that work with coordinating the

relay.

06. Organization of the relay 280 different relays at the same time

Organizers register their relay on the TINE relay website. When a relay is registered it

is possible for local schools to sign up. Schools may enroll as many teams they want! In 2015 there were 280 different locations that hosted the Tine relay on the same day. The organizers can be either athletics clubs or local schools.

Our goal is that everyone should have the opportunity to participate in the relay! The wesite

07. Clubs and their role Be a part of something bigger

Organize it themselves, help the schools or join forces

This is a unique opportunity to show people what athletics really is The clubs can recruit members

We encourage all our clubs to take part in the relay in some way

08. Themes A new theme every year

2014 “Everybody can participate”

Integration of disabled people

2015 “60 active minutes a day”

4-week competition before the relay

09. The TINE relay has become a part of the Norwegian culture As big as the nation

• The TINE relay has become a part of the

Norwegian culture

• Everyone knows someone who has

participated

• The t-shirt is really popular

• It is something pupils looks forward to

• For the gym teacher it’s sometimes a

matter of honor

10. What’s in it for TINE The company’s motivation

• Corporate social responsibility • Household name

• TINE is a natural part of the school day • Communicate the message of a healthy life and diet and the importance of

being active • TINE also gets a lot of positive publicity in different media channels • The estimated market value of the TINE relay was in 2015 more than EUR

1,250,000

• Long term brand awareness, logo on the t-shirt, • People use the t-shirt after the relay

11. What’s in it for the Norwegian Athletics Federation Our motivation

• Athletics back in to schools

• Good relationships with the schools

• Make Norwegian people more aware of athletics

• Recruit members

• We don’t exactly know why people starts with athletics, but we assume the relay has a

positive effect.

• Positive publicity

• We create synergy, that is one of the reasons why we have come as fare as we have

12. Challenges Big and small

Norwegian law about marketing towards children

To many want to participate, it’s hard to say no.

Negative press

The equipment might not arrive in time

We learn form all the challenges

• Contact organizers

• Communicate information and deadlines and

other information they need to be aware of

• Newsletter to all schools in the target group

• Be available for questions

• Make sure to keep deadlines

• Part of planning, implementing strategy , regular

reports to TINE

• Coordinate everything

13. Coordinators role What do I do

14. Press coverage Getting the medias attention

Press and social media strategy

National press, radio, newspapers and TV

Local press

To get media coverage for the relay we collaborate with the best athletes in

Norway

Annual event the press knows about

This year the media coverage was valued at more than EUR 1,250,000

15. Feedback Survey to all schools

Questback

We want to get better every year

The feedback is very important for our development

We also get feedback through social media, e-emails and phone calls

People like to express their opinion

Service minded

16. You can do it Step by step

Do you have an athletics federation?

Do you country have schools?

Start small then expand

Find a suitable sponsor

What can you offer the sponsor – show what the Norwegian

Federations has done for TINE

Use our project plan as a starting point

Webpage and it’s functions

Advising consultant – I’m here for you

TINEstafetten Kirsti Tomassen Email: [email protected]