The Access Bank Lagos City Marathon 2026 concluded with notable recognition for Power Oil’s community-building approach, which saw the brand create, train, and support an exclusive running community from inception through race completion.
Power Oil’s approach departed from conventional marathon sponsorship models. Rather than limiting involvement to branding and logistics support, the company invested in building a dedicated community of runners, providing professional training, nutritional guidance, and structured preparation over several weeks.
The Power Oil Exclusive Running Community met weekly for guided training sessions, with professional coaches focusing on proper technique, injury prevention, and stamina building. A WhatsApp platform facilitated continuous engagement, advice sharing, and peer support.
To recognize top performers, Power Oil awarded N500,000 in total prizes.
On February 14, Power Oil community members participated in their numbers, easily identifiable by their branded attire. The community’s presence represented not merely brand visibility but the tangible outcome of weeks of preparation and commitment.
According to Roland Akpe, Marketing Manager, Oils and Fats Portfolio at Tolaram, the initiative represents a natural extension of Power Oil’s established health advocacy platform.
“For over a decade, Power Oil has maintained consistent focus on heart health through various initiatives,” Akpe stated. “The running community translates this advocacy into direct action, supporting Nigerians as they make tangible changes to their cardiovascular health.”
The marathon initiative builds on Power Oil’s existing health portfolio, which includes:
WalkHeartOn, an annual event commemorating World Heart Day
Free health screening programs reaching tens of thousands of Nigerians
Educational campaigns on heart-healthy cooking
Industry observers note that Power Oil’s approach represents evolving brand strategy in the FMCG sector, where leading companies are moving beyond product attributes to demonstrate genuine commitment to consumer wellbeing.
By investing in structured community building around a major sporting event, Power Oil has created a model that other brands may examine as they seek authentic engagement with health-conscious consumers.
The running community continues beyond the marathon, with plans for ongoing activities supporting members’ fitness journeys.