Toby's Estate Turns Sydney Marathon Sponsorship Into Team Toby Campaign | Local OOH

Quick insight: Toby's Estate proves that sponsorships can become more powerful when audiences are invited to participate. Instead of simply appearing at the Sydney Marathon, the coffee brand is searching for the people who can bring the partnership to life.

Where's Toby?

Toby's Estate has joined the TCS Sydney Marathon presented by ASICS as the event's Official Coffee Partner, celebrating the partnership with a simple but memorable question:

Where's Toby?

The idea became the foundation for Team Toby, a national callout inviting runners named Toby—or any honourable variation of the name—who are competing in the 2026 marathon to become part of the brand story.

Rather than creating a traditional sponsorship campaign, Toby's Estate turned the partnership into a community-driven experience built around real runners.

From Sponsorship To Participation

Team Toby launched with a teaser outdoor campaign across Sydney, using street posters and digital bus shelters to create curiosity before revealing the full initiative.

The campaign then expanded through earned media, social platforms and digital channels, encouraging runners to participate and share the experience.

This approach transformed a simple event partnership into a brand platform where consumers become part of the campaign itself.

A Reward For The Ultimate Toby

Selected eligible runners will officially join Team Toby and receive a sponsorship package valued at more than $4,000.

The package includes:

• $2,000 Luxury Escapes voucher.
• $1,000 Visa gift card.
• BleeQUp Ranger AI Sports Camera Glasses.
• A year's supply of Toby's Estate coffee.
• Limited-edition Fractel x Toby's Estate running kit.
• Compensation for marathon entry fees.

The initiative supports runners throughout their marathon journey—from training sessions to race day and beyond.

Coffee Culture Meets Running Culture

The campaign taps into the growing relationship between Australia's coffee and running communities.

Run clubs, early morning training rituals and post-run café gatherings have become important parts of how people connect through fitness and community.

By placing coffee at the center of the marathon experience, Toby's Estate creates a natural connection between its product and the lifestyle surrounding endurance sports.

Why This Campaign Works

• Transforms sponsorship into active consumer participation.
• Creates a human-centered brand story.
• Uses OOH to generate curiosity before the reveal.
• Connects naturally with Australia's running culture.
• Creates social sharing opportunities through real participants.
• Builds emotional connection beyond traditional advertising.

A Major Moment For Sydney Marathon

The timing of the campaign aligns with the rapid growth of the TCS Sydney Marathon.

The 2026 event attracted more than 123,000 ballot entries, representing a 56% increase compared with 2025, and is expected to welcome around 40,000 runners.

As one of the newest members of the Abbott World Marathon Majors, the Sydney Marathon continues to strengthen its position among the world's leading marathon events.

Lessons For Marketers

• Successful sponsorships create experiences, not just visibility.
• Participation can turn audiences into brand ambassadors.
• OOH campaigns can build anticipation before a digital launch.
• Strong ideas connect brands with existing cultural behaviors.
• Community-driven campaigns often create stronger engagement.

Final Thoughts

Toby's Estate's Team Toby campaign shows how brands can rethink event sponsorship by making people the center of the story.

By combining outdoor advertising, community participation and Australia's passion for coffee and running, the brand has created a campaign that feels less like sponsorship—and more like a shared experience.