SBD/Issue 185/Sponsorships, Advertising & Marketing

Livestrong Signs Deal To Title Sponsor Austin Marathon

Uhlman (l) And Conley (r) Present Austin Mayor
Lee Leffingwell With Livestrong Race Bib

Lance Armstrong's Livestrong yesterday announced a "three-year title sponsorship of the Austin Marathon & Half Marathon," according to Pamela LeBlanc of the AUSTIN AMERICAN-STATESMAN. Livestrong officials declined to disclose financial terms of the sponsorship, but Livestrong President & CEO Doug Ulman said that the Austin-based nonprofit's "contribution will include in-kind donations from corporate partners including Nike." The cost for a marathon title sponsorship "depends on the race's size and prestige," but ranges from about $150,000 for the Seattle Marathon (about 11,000 runners) to $2-3M for the ING N.Y. Marathon. The Austin race, now known as the Livestrong Marathon & Half Marathon, "ranks as the 23rd-largest marathon" in the U.S., and organizers "will cap entry at a combined 20,000 runners" between the two races for next year's event, on Feb. 20. Ulman said that the sponsorship will "help build awareness in the fight against cancer" (AUSTIN AMERICAN-STATESMAN, 6/9). The Austin marathon in its 20-year history "has had three other title sponsors" -- Motorola, Freescale Semiconductor and AT&T. Race Dir John Conley said that the '09 and '10 races "did not have sponsors because of the strained economy" (, 6/8).

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