Bloomberg Square Mile Relay

A partnership powered by purpose, and proven by time.

The Challenge

In 2007, Bloomberg was looking for more than a standard event or sponsorship. They wanted something more meaningful – an initiative that could authentically reflect their values and engage their clients in a way that felt energising and impactful. The brief was clear: create a purpose-driven experience that could unite global clients, strengthen relationships, and build long-term brand equity. It needed to go beyond hospitality or brand presence, it had to become a platform for connection and shared values.

The Solution

Think Beyond partnered with Bloomberg from day one to shape what became the Bloomberg Square Mile Relay. We didn’t just deliver a race, we created a global engagement platform rooted in purpose and participation. Together, we expanded the concept to 13 cities across 11 countries, engaging over 15,000 participants annually.

Central to the experience is The Extra Mile, a philanthropic initiative enabling runners to support local charities focused on health, education, and wellbeing. The event’s unique structure delivers not just physical activity, but a sense of contribution, camaraderie, and connection.

We also partnered with Contexis Insight, backed by Cambridge University, to quantify the outcomes – offering data that proves the race’s effectiveness in shifting perception, deepening trust, and increasing alignment with Bloomberg’s brand.

The Impact

99% of participants said they want to take part again
93% reported stronger alignment with Bloomberg’s brand values
92% felt more connected to colleagues and clients
91% experienced increased trust and connection after the event
95% said physical activity made the experience more valuable and memorable

The Extra Mile has:

This isn’t just Bloomberg’s biggest client engagement programme – it’s a long-term, purpose-led platform that has redefined what B2B client engagement can achieve.

Globally, in-person and virtually, the Relays strengthen relationships, deepen influence and create a more personal, lasting connection to our company’s purpose and values.

— Alix Mills, Global Head of Events, Bloomberg

Find out more about the Bloomberg Square Mile Relay.