Promoting the goods and services of others through the administration of an incentive awards customer loyalty programs for participatory endurance events, sporting events and recreational activities; promoting the goods and services of others by means of an incentive awards program whereby points, miles or other purchase units of measure are awarded based on purchases made from merchants where the purchase miles, points or other purchase units of measure can be placed in customer accounts and then be redeemed by the customer for merchandise, event registration fees, services and other items of interest to the customers