Jam News
Back in March, we announced our partnership with adidas Manchester Marathon, one of the UK’s biggest and most iconic events. By the time race day came around, that work had built into 511 pieces of coverage, with an average DA of 84, landing the event across national, regional and broadcast media.
Fast forward to event day, and we were on the ground delivering it. 43,000 participants. Over 150,000 supporters. One city fully behind it.
And a press office delivering in real time. A live press office, built for pace
From first light, our team was already in motion, managing media accreditation, coordinating arrivals, briefing spokespeople and ensuring every journalist had what they needed to do their job.
With BBC Radio Manchester, ITV Granada and the Manchester Evening News, to name a few, on-site, the day demanded constant coordination. Broadcast slots, interview timings and location changes were all happening in real time.
The role of the press office was not just to react, it was to anticipate. Because at an event like this, timing is not a nice-to-have; it is everything. The difference between securing coverage and missing it altogether often comes down to minutes.
Stories that drive coverage
The adidas Manchester Marathon 2026 is not just about the elite race or finish times. It is about the human stories that give the event its cultural weight and resonate far beyond the route.
We worked closely with standout case studies to bring those stories to the forefront, shaping angles that would land with media and audiences alike, including:
- Madhusmita Jena, who broke the world record for the fastest marathon in a sari
- Cameron Fraser, completing the fastest marathon while on dialysis
Stories like these do not just inspire, they travel. They give journalists something meaningful to tell and in doing so drive stronger, more impactful coverage.
Talent, media and moments
Alongside this, we coordinated interviews with key names including Dame Sarah Storey, Ivo Graham and Rosie Jones.
This is where the press office becomes a live operation – a news room; it’s about connecting talent with the right media at exactly the right moment and ensuring every opportunity is maximised, even when the environment is constantly shifting.
Capturing it all
While the race unfolded, our Creative Director, Dave, was capturing content across the day, documenting everything from the early morning build-up to the emotion of runners crossing the finish line.
These moments matter. Not just in the moment, but afterwards.
Because the role of a modern press office does not stop when the event ends. It feeds into social, owned channels and ongoing storytelling, extending the life of the campaign and keeping momentum going well beyond race day.
Start to finish
From escorting Dame Sarah Storey between key race moments to liaising closely with the adidas Manchester Marathon team throughout, this was a fully integrated press office in action.
Fast-paced. High pressure. Delivered at scale.
And in between it all, of course, soaking up the atmosphere and cheering participants across the finish line.
FinalThoughts
What this shows
adidas Manchester Marathon 2026 is a reminder of what great event PR really looks like. Not just being there, but knowing what matters when it happens.
Turning moments into media. And making sure nothing gets missed.
Need a press office that performs when it matters? Let’s talk.
