Does it pay off to sponsor a sport event? One of the persons behind the annual Milo Marathon in Manila explains the philosophy behind Nestlé’s engagement in making Philippine people running big scale. On one year it is about 200.000 runners challenging themselves on the classic marathon distance, making it the biggest sports event in the Philippines. It is important to secure agreement between the brand values and the event values, in this case e.g. the winning spirit and including all generations – everybody can run. Make the event grow bigger in line with growing sale; the purposes can complement each other. As the representative from Milo says: The event touches the runner/consumer in a very profound way. Looking at the green sea of runners Martin Lindstrom comments on a final important fact. Be visible, even if you smash your brand or remove the logo – the colour tells the tale.