How Houston Running Co. used ZipSprout to expand their digital partner base
Kate Hallenbeck is Director of Sponsorship at Houston Running Co., a for-profit company with a diverse mix of funding sources. We sat down with her to learn about her experience with ZipSprout.
Here’s what she told us.
The Houston Running Co.
I’m Kate Hallenbeck, Director of Sponsorship at Houston Running Co.
Houston Running Co. is a Houston‑based, full-service endurance event production company that has grown into one of the largest race organizers in the nation, producing 30+ owned events annually and managing 100+ events across the nation, including everything from neighborhood 5Ks to statewide race series and national holiday events.
Our mission is to create safe, supportive, memorable running experiences that celebrate every finisher and keep the community active year‑round.
We support a wide range of community groups, nonprofits, charities, and mission‑driven organizations, primarily through producing or hosting their races. We also regularly partner with health-focused organizations, disability‑advocacy groups, memorial foundations, and community service nonprofits.
What do you do as Director of Sponsorship?
As the Director of Sponsorship, I secure financial support, build strategic partnerships, and ensure sponsors have a meaningful, well‑executed presence across all Houston Running Co. events.
I generate sponsorship revenue, cultivate corporate relationships, and deliver high‑value sponsor experiences that elevate Houston Running Co’s races, brand visibility, and community impact.
We currently work with a growing roster of 80+ sponsors, including both long‑term partners and corporate supporters.
Our sponsors fall into a few clear categories:
- Energy providers
- Fitness companies
- Digital partners
- Health and wellness brands
- Hydration companies
- Beer partners
- Performance apparel brands
- Local businesses
- Event‑specific partners
Depending on the sponsorship level, we offer benefits including:
- Exclusive naming rights for the event as the Presenting Sponsor
- Recognition (company name & logo) on all marketing/pre-promotional print pieces
- Top logo placement on all start/finish lines and additional race day banners
- Company representative named honorary announcer of the event
- Top logo placement on shirt backs or signage at the event
- Dedicated press release announcing the partnership to statewide media.
- Prominent company recognition on the event website with click-through
- Permanent logo inclusion on Houston Running Co. newsletters (distribution: 200,000+ unique emails)
- Exposure through event social media campaigns
- Opportunity to provide a promotional item or flyer in participant race bags.
- Dedicated 10×10 tent space at the event post-race party
- Complimentary entries (value $500)
If you’re wondering whether ZipSprout is too good to be true, I’ll say this: We’ve completed more than 50 sponsorship agreements through ZipSprout without incident.
– Kate Hallenbeck
What does your typical fundraising or sponsorship mix look like?
The typical Houston Running Co. sponsorship mix is built around a blend of large strategic partners, local business sponsors, and event‑specific activations, with the bulk of sponsor value coming from visibility across our 30+ owned races each year.
The mix reflects opportunities that emphasize multi‑event involvement, diverse runner demographics, and community alignment.
Houston Running Co’s sponsorship mix is typically a three‑tier structure:
- Major corporate partners (high‑value, multi‑event, year‑round)
- Mid‑tier local/regional sponsors (event‑specific or series‑specific)
- Small business/community sponsors (booths, sampling, local engagement)
This mix supports both revenue and runner experience across our annual races.
What is your primary sponsorship funnel?
We have a clear sponsorship invitation on our website. Our official Sponsors page explicitly invites organizations to get involved, highlighting:
- Opportunities to connect with diverse runner demographics
- Multi‑event or single‑event sponsorship options
- A fun, health‑focused atmosphere for brand exposure
- Direct contact with our team for partnership discussions
This is a primary channel for inbound sponsor interest.
We highlight our scale to attract partners. As I said, we produce 30+ owned races annually, bringing thousands of runners together. This scale is a major selling point for sponsors seeking large, engaged audiences.
We also stress that HRC has been a staple in the community for almost 15 years, aligning local businesses with the running community. This community‑driven framing helps attract sponsors who want authentic local engagement.
And we offer a dedicated Sponsorship Information section that outlines:
- Sponsorship tiers
- Activation opportunities
- Benefits for brands
- How to share products/services at events
This makes it easy for potential sponsors to understand what they’re buying.
From there, the site encourages sponsors to connect with a team member to discuss opportunities in more detail.
Finally, we use press releases to highlight major partnerships, which helps attract additional sponsors by demonstrating credibility.
How easy is it to find sponsors?
It is moderately easy for us to find sponsors—but not automatic.
Our scale, audience, and year‑round event calendar give us strong leverage, yet we still have to work for meaningful partnerships.
We are in a better position than most race organizations, but sponsorship still requires strategy, relationship‑building, and consistent outreach.
What has your experience with ZipSprout been like?
We were eager to expand our digital partner base when we found ZipSprout. It was pivotal in helping us adapt our platform to make it more appealing to digital partners.
Moving forward was a very easy decision. ZipSprout manages the partnership process efficiently and with minimal effort on our end. We spend approximately an hour per partnership agreement from initial interest to final posting.
The only challenge has been finding markets that align with our partnership offerings. That, and having a website with high enough ratings.
If you’re wondering whether ZipSprout is too good to be true, I’ll say this: We’ve completed more than 50 sponsorship agreements through ZipSprout without incident.
I was surprised by how quickly and accurately ZipSprout matched HRC’s events with sponsors that genuinely fit the culture, values, and energy of the races. We’re used to doing sponsorship outreach manually, one relationship at a time, so seeing a digital platform deliver high‑quality, community‑aligned matches was an unexpected and welcome shift!
I was surprised by how quickly and accurately ZipSprout matched HRC’s events with sponsors that genuinely fit the culture, values, and energy of the races.
– Kate Hallenbeck
Has ZipSprout made a noticeable difference in your funding?
ZipSprout combines technology, community values, and experiential marketing in a way that benefits runners, sponsors, and local organizations alike.
It’s a partnership built on shared purpose, smart strategy, and a genuine desire to uplift the communities they serve — and it shows. Their digital partnership offerings have made a clear and measurable difference in Houston Running Company’s funding.
By connecting HRC with highly aligned, community-focused sponsors, ZipSprout has expanded the organization’s sponsorship pipeline and strengthened multi-event support. ZipSprout’s data‑driven matching process has not only increased sponsor engagement, but has also improved the overall quality and consistency of funding across HRC’s year‑round race calendar.
The results have been enhanced financial stability, more diversified revenue streams, and greater value for every event Houston Running Co. produces.
Houston Running Co. would recommend ZipSprout to other organizations looking for sponsors — even if they currently have no sponsors listed on their websites.
