SBD/Issue 93/Sponsorships, Advertising & Marketing

Honda Agrees To Three-Year Title Sponsorship Of L.A. Marathon

L.A. Marathon LLC and Honda yesterday announced a three-year title sponsorship deal designating the March 21 race as the Honda Los Angeles Marathon. This marks the first time in the marathon's 25-year history that it will have a title sponsor. Honda has been a presenting sponsor of the race since '95. The agreement includes charitable components, signage, advertising, digital media, and a presence at satellite events such as the pre-race Expo and finish-line celebration (L.A. Marathon/Honda). In L.A., Lance Pugmire notes while officials declined to reveal financial terms of the deal, L.A. Marathon President Russ Pillar said that Honda "negotiated a multifaceted deal 'for millions of dollars'" to sponsor the race and "boost the event's ambition to stamp itself 'as a destination race for international participants.'" Pillar said that winners of the race "will receive a new Honda vehicle, and the deal also features yet-to-be-announced charitable, community-service and marketing components." He said that this year's new course, "which will start at Dodger Stadium and end overlooking the Pacific Ocean near Santa Monica Pier, passing through Los Angeles, West Hollywood, Beverly Hills and Santa Monica on the way, has drawn thousands paying the $125 entry fee." Pillar noted that the marathon "will cap the field at 25,000." Honda officials cited the marathon's "new ownership, led by Dodgers owner Frank McCourt, the course change and the growing interest in an event 'that brings the entire community together' for its decision to increase its investment." American Honda Motor Co. Corporate Community Relations Manager Erik Wedin said that a "philanthropic element will be disclosed in coming weeks" (L.A. TIMES, 1/27).

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