Eventrac is built to stay in the background, so your event takes centre stage at every step of the participant journey, from first click to finish line and back again next year.
Why branding pays off
Endurance events live on repeat entries and word of mouth. When your logo, imagery and tone are consistent everywhere participants meet you, you earn their trust faster and they remember you when entries open again. A well-branded account helps you:
Turn more visitors into entrants. On-brand pages and entry forms reassure people they're in the right place at the exact moment they decide to commit.
Get your emails opened and acted on. Branded confirmations and race updates look official, so participants read the information that matters.
Be recognised again next year. Familiar visuals in an inbox, a search listing or a browser tab prompt past participants to come back.
Build loyalty to your event, not a platform. Participants form a relationship with you, which strengthens your community and your reputation.
Deliver more value to sponsors. A polished, professional event is one partners want to be seen alongside.
The good news: the essentials take less than an hour to set up, and they work for you on every event from then on.
Your brand at every stage of the journey
Participants meet your event in at least seven places before, during and after they enter. Here's what each one does for you and where to set it up.
1. Being discovered
Before anyone reads a word, they see a thumbnail in a calendar, a collection page or a search listing, and a small icon in their browser tab. A strong image here is what earns the click, and a recognisable favicon helps people find their way back to you among a dozen open tabs.
Panel and mobile images show on listings, calendars and phones (350 × 200px).
Favicon sits in the browser tab (32 × 32px).
Set it up: Events > Setup > Page Design, and Organisation Settings > Images/Logos. See Event Page Design and Company Logos/Images.
2. Landing on your event page
Your event page is your shop window, and it's where most people decide whether to enter. Eye-catching imagery is proven to lift conversion, so this is where your best photos should work hardest. Show the atmosphere, the scenery and the finish-line feeling that makes your event worth training for.
Cover image or background video sets the tone the moment the page loads (1920 × 450px, ideally without text so nothing gets clipped on mobile).
Pop-up event video lets people watch your highlights without leaving the page.
Image gallery of up to six photos lets participants picture themselves there.
Your logo, course map, reviews and sponsor logos add credibility and answer questions before they're asked.
Set it up: Events > Setup > Page Design. See Event Page Design, Collecting reviews and Sponsors.
3. Entering your event
The entry form is where interest becomes commitment, and it's also where most abandoned registrations happen. Seeing your own logo or image at the top reassures people they're still with you and that their payment is going to the right place.
Entry form image appears at the top of the form (square, 200 × 200px; add a border to non-circular logos so nothing is cropped).
Custom messages at key points of registration keep your voice consistent.
Prefer people to enter on your own website? Embed the Eventrac widget and switch off the public Eventrac page, so every entry happens under your brand and your tracking stays in one place.
Set it up: Events > Setup > Page Design. See Event Page Design, Custom Messaging and Optimising Your Entry Form.
4. Exploring your website
Participants want more than a booking page: they want to know who you are, what to expect and what's new. The Website Builder lets you host this content alongside your events, so the whole experience feels like one coherent brand rather than a patchwork of different sites.
About Us, event guides and policy pages tell your story and build confidence.
News articles keep your community engaged all year with race updates, training tips and participant stories.
Header and footer menus, an FAQ page and event collections make it easy to find what people need.
Set it up: switch to the Website Builder platform. See Creating and Managing Website Content, Adding News Articles and Creating Collections.
5. Hearing from you after they enter
Transactional emails such as entry confirmations and race reminders are among the most-opened emails you'll ever send. Branding them turns a functional receipt into a moment that builds excitement and trust, and makes your important race information instantly recognisable in a busy inbox.
Your logo in the header and your social links in the footer of every automated email. We recommend branding all Occasion emails.
Your organisation name as the sender and your own address as the reply-to, so replies come straight to your team.
Event-specific and custom emails, built in the drag-and-drop editor, let you tailor the tone for each event.
Set it up: Organisation Settings > System Options > Email Templates, and Organisation Settings > Account Settings for your contact address. See Adding your Branding to Transactional Emails and Event-Specific Emails.
6. Staying in touch with your marketing emails
Your marketing list is one of your most valuable assets. Sending campaigns from your own domain (for example, [email protected]) means people recognise you before they even open the email, and it improves deliverability so more of your messages land in the inbox rather than spam.
Own-domain sender for marketing campaigns. Transactional emails are sent by Eventrac under your organisation name.
Set it up: Email Marketing > Senders. See Sending Emails from Own Domain and Understanding Emails on Eventrac.
7. Beyond race day
The finish line isn't the end of the relationship. Results, reviews and gift cards keep your brand in front of participants between editions, and give them something to share with friends.
Published results give participants a reason to revisit and share your event.
Gift cards with your own cover image turn participants into ambassadors at Christmas, birthdays and beyond. Seasonal imagery makes them more appealing.
Referral, ambassador and loyalty schemes let your happiest participants spread the word for you.
Set it up: see Adding Results to a Race, Gift Cards and Ambassador Schemes.
Your branding checklist
Start with the essentials. They take minutes, apply across your account and cover the touchpoints participants see most.
Essentials
Upload your logo, favicon and default cover image (Organisation Settings > Images/Logos)
Add your logo and social links to your email templates (System Options > Email Templates)
Check your organisation name and participant contact email (Account Settings > Organisation Details)
Add a cover image, mobile image and entry form image to each event (Events > Setup > Page Design)
Preview your event page and make a test entry to see the journey as participants do
When you're ready to go further
Add a background or pop-up video and a six-image gallery to your event page
Connect your own domain for marketing emails
Build out your website with About Us, news and FAQ pages
Tailor event-specific emails for your flagship events
Create a branded gift card for your next seasonal campaign
Tips for branding that performs
Use real photos of your event. Participants want to see the course, the crowds and the medals, not stock images. Fresh images each edition show your event is thriving.
Keep text off banner images. Cover images scale across devices and words can get cropped. Put your message in the event description instead.
Check every image on a phone. Most participants browse and enter on mobile, so preview before you launch.
Keep image files light. Around 200KB per page image, and smaller still in emails, keeps pages fast and helps deliverability.
Use a transparent PNG logo. It sits neatly on any background, from page headers to email templates.
Refresh before every relaunch. New year, new photos, updated sponsors. A tired page suggests a tired event.
Sound like yourselves. Your brand is your voice as well as your logo. Write descriptions, FAQs and custom messages the way you'd talk to runners on the start line.
Your event, front and centre
With Eventrac, your event isn't hidden behind someone else's platform. Every page, form and email carries your name, your look and your voice, so participants remember who they ran with and why they want to come back.
Need a hand getting your branding right? Our support team is happy to help.