Duane Reade, Henkel, Coors On As N.Y. Marathon Sponsors

First-Year Sponsors Ramping Up N.Y. Marathon Activations

Duane Reade and Henkel will join Coors Light as “first-year sponsors” of the ’05 ING N.Y. Marathon, according to Barry Janoff of BRANDWEEK. The companies join UPS, Gatorade, Poland Spring, Tylenol 8 Hour, Avis, Best Buy, Foot Locker, Continental Airlines, Barilla, Asics, Emerald Nuts and the N.Y. Times as sponsors of the race. Duane Reade, which has 250 drug stores in the N.Y. area, signed a one-year deal and will “activate its first sports sponsorship with creative that reads, ‘Running is its own reward.’” Beginning October 29, Duane Reade customers can receive a complimentary “ING New York City Marathon Spectator Guide” along with a map of the course that “highlights the more than 20 Duane Reade stores along the route, spectator information” and coupons from other sponsors. Henkel signed a two-year deal to promote its Duck brand duct tape. The company will “create Duck Tape sculptures along the race route and will hand out samples so runners can stick personal messages to the back of their shirts.” Coors Light will “support with parties at more than 400 [N.Y.] bars and restaurants and a 16-oz. commemorative marathon can” (BRANDWEEK, 9/26 issue).