The Boston Marathon announced yesterday that after 112 years they will allow corporate ads on the start and finish lines to help its two main sponsors receive more value from ties with the world's oldest marathon.
A total of 26 spots will be posted along the route featuring the logos for longtime sponsors John Hancock Financial Services and Adidas. Logos will appear near the finish line, on the press bridge, in the VIP grandstand area, and on each side of the barrier at the finish line.
“We have been thinking about this for some time,” said Guy Morse, executive director of the Boston Athletic Association, the race's organizer. “In the year 2008, people understand you need sponsorship at this level to compete. For the BAA to provide the level of prize money and attract the elite athletes, and for the BAA to provide all the merchandise for its volunteers, you need corporate involvement and support to do that. It was time that we could make their support a little more visible.”
John Hancocks sponsorship expires in 2018. Adidas, which has been the official footwear and apparel supplier of the Marathon for 20 years, has a sponsorship contract through 2010. No additional money was paid for the ads.
“Adidas is thrilled to be involved in this significant moment in Boston Marathon history,” commented Ashley Williams, Adidas running communication manager. “The decision by the B.A.A. to place our logo at the start and finish lines shows the strength of our relationship. Along with the newly announced on course branding, Adidas will supply Boston Marathon gear to more than 14,000 B.A.A. volunteers, medical staff, race officials and other partners and implement the most integrated Boston Marathon marketing effort to date.”
