Sports Backers

Sports Backers is a non-profit organization founded in 1991 and located in Richmond, Virginia at Sports Backers Stadium. The mission of the Sports Backers has expanded from its beginnings as a traditional sports commission for economic development to be focused on increasing physical activity to improve the health of area residents. The Sports Backers own Dominion Riverrock, the largest outdoor sports and music festival in the country, the Ukrop's Monument Avenue 10k, the 8th largest running race in the United States, and the Anthem Richmond Marathon, the 18th largest marathon in the country. The organization owns and produces 15 events. The organization also supports other organizations with more than 24 major sports tourism events in the Richmond region receiving annual support through marketing grants, operational assistance and loaning equipment. Sports Backers was named the Member of the Year by the National Association of Sports Commissions in 2006, 2009, 2011 and 2015.

The Sports Backers training teams provide local residents a way to prepare for local road races. The Sports Backers Marathon, Half Marathon and 8k training teams prepared runners for the three races of the Anthem Richmond Marathon.

The Sports Backers added a number of programs in 2012 under the shared moniker of Active RVA, a region-wide initiative to motivate area residents, businesses and local governments to make physical activity a personal and regional priority. The organization has started a program to certify schools and businesses that go above and beyond to increase physical activity for their students and employees. Another program encourages the use of stairs through a stairwell signage initiative. A fitness oasis program exists to increase fitness opportunities in underserved parts of the region. The success of the Active RVA program is being measured through a combination of community indicators that has resulted in the region receiving a “C” grade for its overall fitness programs.

The Active RVA effort includes Bike Walk RVA, a program of the Sports Backers to support bike and pedestrian friendly policies, programs and infrastructure projects. The Sports Backers work with area leaders and public works staff to fund and install bike lanes, trails and sidewalks. The strength of the program is based on 40,000 individuals from around the region that are part of the Bike Walk RVA advocacy database. These advocates send e-mails, show up at public hearings, write letters and organize support for biking and pedestrian improvements in their neighborhoods.

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