Skagen Marathon draws thousands in – and Nordjyske Bank has been involved from the very first year

• We have been involved from the start because we thought it was a really good idea. Just like today, back then it was about how we can extend the season and attract more visitors to Skagen after the summer holidays, says Susanne Holst.

Skagen stands together

Although sponsorship of a race cannot be directly measured in new bank customers, Susanne Holst sees great value in supporting the city's events.

• For us, it is about being visible in the city in a different way and signalling outwardly that we support local initiatives. The race reaches a much broader circle than just the local area – after all, thousands of runners come from all over the country and even abroad. It shows people from outside that there is a local bank that supports the community, and that the business community in Skagen stands united.

And when the runners and their families spend money at the town's hotels, shops and restaurants, it ultimately rubs off on the entire local community.

• As a bank, we don't directly generate higher revenues from the race, but our customers do. If our customers are doing well, they can keep their restaurants, hotels and shops going, and that rubs off on the whole town. When 5,000 people announce that they are going to Skagen to run, it is at the same time an enormously strong branding of the town, she explains.

The commitment does not stop at the financial sponsorship either. The bank also uses the event internally, with employees lacing up their running shoes alongside their families.

• The staff run along, and many bring their children on the five-kilometre route, while others tackle the longer routes. It is a fantastic way to spend time together, Susanne explains.

Another side of Skagen

One of the race's absolute greatest strengths is that it attracts a different type of visitor, who get to experience Skagen in the autumn.

• The summer season runs by itself, but an event in October can make people discover that it is also lovely here in the shoulder season. That can make guests consider taking a holiday up here in November or March next year, Susanne says.

The running route helps give participants a nature experience they might not otherwise have had as ordinary summer tourists.

• Whether you are participating as a runner, a spectator or family, you get to see a lot of beautiful countryside and discover what Skagen is like outside the town itself – for example, those running out on the heath. There is a festive atmosphere along the route with music and cheering crowds, and afterwards the cosiness continues at the places to eat. It gives guests a great sense of community that they can take home with them, concludes Susanne Holst.