I think the stuff that pmo is talking about would be classed as memento rather than goody bag (despite the fact that they were probably given out in a goody bag).
I class goody bag as something over and above the trinkets I already know I'm getting (and paying for, ultimately). The ones I've had usually have sponsor bumpf but there have been some, erm, goodies. A 10K in Newbury gave out cotton shopping bags, and at Henley a few years back they were giving us packs of rooibos tea. I've had breakfast porridge tubs, mars bars, water bottles, lipsalve, pens etc. All gratefully received.
One race gave me a sachet of anti-cellulite cream. I was going to donate that to the ex-wife but thought better of it.