SBD/Issue 177/Sponsorships, Advertising & Marketing
ING Drops Title Sponsorship Of AEG-Operated Bay To Breakers Race
Published May 26, 2010
|ING Reportedly Upset Over Bad Publicity
Race Has Generated In Recent Years
ING is bowing out as the title sponsor of S.F.'s annual Bay to Breakers running race "after five years of booze, bareback runners and increasingly bad press," according to Matier & Ross of the S.F. CHRONICLE. Sam Singer, a spokesperson for the AEG-operated race, confirmed ING "chose not to renew" for the race's 100th anniversary next year. The insurance company reportedly is "fed up with all the bad publicity that the race has generated in recent years, especially the complaints of residents around the Panhandle and Alamo Square about revelers and runners urinating, defecating and generally behaving rudely." While it is unclear "exactly how much ING paid to be the race's chief sponsor, it's believed the figure was at least a couple of hundred thousand dollars." A race insider said that "there won't be a 100th anniversary run to celebrate" next year "unless somebody else steps up to the starting line" (S.F. CHRONICLE, 5/26).