Yescom executive calls for economic data in street running market

At the SDE Bisutti Talks in São Paulo, Thadeus Kassabian, co-founder of Yescom, highlighted the need for specific economic indicators within the street running market. While Brazil is estimated to have approximately 15 million runners, the lack of precise data regarding revenue, participation, and investment returns makes it difficult for companies to evaluate sponsorships and for organizers to establish performance benchmarks.

Kassabian noted that street running is a significant business involving complex logistics, including infrastructure, suppliers, and professional management. Yescom organizes roughly 40 annual events that directly impact 150,000 people. In São Paulo, the frequency of events has increased from an average of four to seven per weekend in recent years.

The discussion also referenced the broader sports economy in Brazil. According to a study by the Instituto Sou do Esporte using EY methodology, the sports sector generated R$ 183.4 billion in 2023, representing 1.69% of the national GDP and supporting 3.3 million direct and indirect jobs.