BYD full brand presence at the ÁGOTA® Run — before 8,000 runners
NEST Event coordinated BYD’s main-sponsor presence on Szeged’s Dóm tér — robots, a car exhibition, a live stand and brand communication at the record-breaking 3rd ÁGOTA® Run.
On 18 April 2026, on Szeged’s Dóm tér, before nearly 8,000 people, the 3rd ÁGOTA® Run took place — one of Hungary’s largest charity sporting events. BYD, as main sponsor,appeared at the event: the full brand presence, coordinated by NEST Event, included robots, a car exhibition and a live branding stand.
A record event on Dóm tér
The 3rd ÁGOTA® Run broke every previous record: the nearly8,000 entrantsrepresents the highest participation in the event’s three-year history. The youngest runner was not even six months old, and the oldest competitor was already over 80 — which alone shows what the ÁGOTA® Run means for Szeged: not just sport, but a community event.
The running event offered distances from 100, 400 and 800-metre children’s races through 3, 6 and 12-kilometre courses to thehalf-marathondistance. Dóm tér — with the 1930 Votive Church and the arcades of the National Memorial Hall — hosted the largest crowd to date, while more than90 million forints in donationswere collected for a new children’s home for children living in the ÁGOTA® Community.
BYD: full brand presence coordinated by NEST Event
BYD took part in the event as main sponsor — the brand’s presence was realised under the coordination of the NEST Event team. Thefull brand deploymentconsisted of several elements:
BYD’srobotsbecame one of the most appealing attractions for the children taking part in the run — the live technology demonstration provided a direct, personal encounter with the brand’s innovation message. In addition, BYD’scar exhibitionallowed participants — including the decision-maker target group — to get acquainted with the electric vehicle family up close.
“At an event like this the brand is not present as an advertising surface — it creates an experience. Before 8,000 people, in a charity context: this is the most positive emotional charge a brand can appear in.”
NEST Event — project leadThe design of the stand, the consistent application of BYD’s visual identity, the coordination of the activations and the communication within the event all appeared as part ofa single unified brand image— this is the work in which the NEST Event team was present from planning to execution.
The event’s afterlife — video
BYD’s presence is summed up in the reel below, which captures the event’s atmosphere and the moments of the brand activations:
Images from the event
Photos: Karnok Csaba — Szeged, 18 April 2026
Click the images to view full size. © Karnok Csaba, 2026
What does a main-sponsor presence like this mean?
The ÁGOTA® Run offers sponsors a unique context: because of its charity nature, the emotional charge of brand presence far exceeds that of traditional outdoor or digital advertising surfaces. At an8,000-person event, where participants run every kilometre for young people in child-protection care, sponsors do not see advertising — they gain a surface for identification.
BYD’s presence combined this context with the wow effect offered by the technological experience (robots, electric vehicles). The result:organic attention, genuine interaction and lasting positive brand association— not only among the run’s participants, but also among the wider audience reached through online sharing.
From strategic positioning to on-site execution: the design of the stand, the organisation of the robot demonstrations, the logistics of the car exhibition, the consistent application of BYD’s visual identity and the coordination of communication within the event — all as part of a single unified brand image.
