Sponsorship index/Running/@AleksDoesCode

A ranked shirt auction for a first half marathon raised 265 euros

Aleksandar Jovanovic ran a leaderboard auction for 11 logo places on his shirt for the Sparkassen Phoenix Half Marathon in Dortmund on 3 October 2026. Bidding closed on 20 September with 7 sponsors and 265 euros raised.

Athlete
Aleksandar Jovanovic (@AleksDoesCode), Dortmund, Germany
Sport
Running, Half marathon (21.1 km)
Event
13. Sparkassen-Phoenix-Halbmarathon, Phoenix-See, Dortmund, Germany
Event date
3 Oct 2026
Launched
30 Aug 2026
Pricing
Auction, from €1 per spot
Spots sold
7 / 11
Raised
€265 (total shown on the campaign site, 24 Sep 2026)
Sponsors
HappySurance, WeinGold im Kaiserviertel, Grow Fast LTD., Lügen ohne Limit, GPT Watermark Remover, BookYourCook, Zulio UG
X followers
1.1K (24 Sep 2026)
Launch post views
154
Status
Closed

The campaign

Aleksandar Jovanovic, a developer in Dortmund, announced on 30 August 2026 that he was selling ad space on his body for his first half marathon, the Sparkassen Phoenix Half Marathon on 3 October. He pitched it to the build-in-public crowd on X, with bids starting at 1 euro. His post claimed the race would put logos in front of more than 100,000 people, which is his own estimate.

His site, 21km.lol, works as a ranked leaderboard rather than per-spot pricing. Sponsors add money to a running total, and the final ranking decides placement: the top sponsor gets the front of the shirt as title sponsor, ranks 2 to 11 go on the back in shrinking sizes, and anyone below 11th stays on the online list only. The rules include a minimum overtaking increment and an anti-sniping extension.

Most activity came in the first two days. Five different sponsors held the front position at some point, with most of the changes on 31 August, and HappySurance finished on top at 120 euros. The site records 8 bids from 7 sponsors and 265 euros in total. Four of the eleven shirt places, the smallest back spots, were never filled when bidding closed on 20 September.

The race takes place on 3 October 2026, so no result is available yet.

What was on sale

SpotMediumPriceStatusSponsor
Front, title sponsor (rank 1)Print on race shirt€120 bidSoldHappySurance
Back, premium left (rank 2)Print on race shirt€75 bidSoldWeinGold im Kaiserviertel
Back, premium right (rank 3)Print on race shirt€50 bidSoldGrow Fast LTD.
Back, medium left (rank 4)Print on race shirt€15 bidSoldLügen ohne Limit
Back, medium centre (rank 5)Print on race shirt€2 bidSoldGPT Watermark Remover
Back, medium right (rank 6)Print on race shirt€2 bidSoldBookYourCook
Back, small A (rank 7)Print on race shirt€1 bidSoldZulio UG
Back, small B (rank 8)Print on race shirt—Available
Back, small C (rank 9)Print on race shirt—Available
Back, small D (rank 10)Print on race shirt—Available
Back, small E (rank 11)Print on race shirt—Available

Takeaways for athletes

Sources

Written by Sponsor My Body from the sources above and last checked on 24 Sep 2026. Figures are what the athlete or their campaign site showed on that date; a figure from the athlete’s own post is marked as such. Something wrong or out of date? Email hello@sponsormybody.com. Know another athlete campaign? Add it to the index.

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