The Global Energy Bimbo Race, a sports event that is being promoted around the world by Grupo Bimbo, with the support of FOX Sports, successfully got more than 100,000 people up and running in 22 cities located in 19 countries.
The Global Energy Bimbo Race is one of the company’s major efforts in promoting a different and unique form of physical activity, getting families involved from Asunción, Beijing, Belo Horizonte, Bogota, Buenos Aires, Caracas, Guadalajara, Guatemala, Lima, Lisbon, Long Beach, Madrid, Managua, Mexico City, Monterrey, Montevideo, Panama City, Philadelphia, San José, San Salvador, Santiago and Tegucigalpa, all on the same day.
According to the World Health Organization, 60% of the world’s population do not currently take part in any physical activity, with a sedentary lifestyle now being cataloged as a major risk factor. This is why, as part of its commitment to society, Bimbo created the Global Energy Bimbo Race, the goal of which is to promote the adoption of a healthy and active lifestyle, which is part of the company’s contribution to getting society up and moving.
The Global Energy Bimbo Race forms part of Grupo Bimbo’s Health and Well-Being Strategy, which aims to encourage people to take steps to achieve a healthier lifestyle. Through one of its major pillars (Activation), it aims to provide incentives for taking part in physical activity through different platforms.
Francisco Casa, Corporate Marketing Director at Grupo Bimbo, stated that: “We are very excited to see that together we can make a difference. Today, more than 100,000 people around the world, myself included, got up and moving, showing how a healthy lifestyle can be created and achieved through fun and family-oriented activities, such as this race. Thank you to everyone who took part in this amazing event, one which we are certain will mark a milestone in the world of physical activity.”
With the support of its strategic partner, FOX Sports, coverage for the race was extensive, from live transmissions from Mexico to multiple relays in Brazil, Argentina, Chile, Colombia, Guatemala, Spain and the United States. Furthermore, a number of famous faces from FOX Sports took part in the race in their respective countries.
“We are happy to have brought the communication potential of FOX Sports to a proposal as powerful as the Global Energy Race, which has helped reaffirm FOX Sports’ commitment to the sporting spirit, making the race a truly global event through multiplatform broadcasting to millions of households around the country, not only via TV screens, but also through our online and social media platforms. Once more, FOX Sports is supporting a great initiative that is promoting and raising awareness among its audiences of the importance of the role sport plays as a key factor in well-being. We will continue to support Bimbo in more initiatives like this one,” commented Carlos Martínez, President of FOX International Channels Latin America.
Thanks to the enthusiasm and success of this first event, Grupo Bimbo has reaffirmed its commitment to society by announcing the Global Energy Bimbo Race 2016, with the winners of the 10 kilometer category being given a direct pass to next year’s race, in the city of their choice.