N.Y. Marathon sponsors pick up pace Volume 8, Issue 23 by Dave Andrews

Marketers supporting the New York Marathon are fighting for as much space as the runners do before they start the race. The race has twenty-nine sponsors in total which accounts for ten percent increase in sponsorship revenue. ING is once again the title sponsor, who recently renewed they contract through 2007. ING support will give the women’s winner a $130,000 price, which is the largest first place purse in the history of marathon racing.

Some new faces will be seen and heard all around the race, including Coors Light beer. Coors light beer signed a three-year sponsorship which replaced Saranac in the beer category sponsorships. Coors light will promote their brew with 400 on-site promotions in New York City and will add leverage with branded tap handles and commemorative cans. We all (speaking from a beer drinkers point of view) know that Coors Light tastes like water, but now they’re sponsoring a marathon and putting runners on their cans and/or tap handles, come on now!

Another new sponsor will be Duane Reade which is one of the many mass merchants posing as a drug store. They will feature 300,000 marathon guides featuring savings in their 250 New York City locations. Their circular will sponsor the slogan “Marathon of Savings” sale in 3.2 million store circulars.

Other sponsors include Henkel, Asics, Best Buy teaming with Road Runner high-speed internet, Tylenol, Nickelodeon and New York Apple which has more than 70 spots on WNBC-TV using Marathon footage.