SBD/Issue 9/Sponsorships, Advertising & Marketing
Subway Signs Deal As Official Training Partner Of N.Y. Marathon
Published September 23, 2010
|Subway Will Break National Campaign Next
Month Supporting N.Y. Marathon Deal
Subway has signed a one-year sponsorship making it the "official training partner" of the ING-entitled N.Y. Marathon. The sponsorship of the country's top marathon dovetails nicely with Subway's "healthy/active" positioning, and also complements Subway spokesperson Jared Fogle competing in the Nov. 7 race.
Subway will support the deal with a national TV campaign scheduled to break in early October that will include Fogle's marathon training. Subway CMO Tony Pace said, "This is a great opportunity for us to show that elite athletes do eat at Subway." In-store support for the 200-plus Subway restaurants in N.Y. has not been finalized. Subway has hired Meb Keflezighi, the winner of last year's marathon, for appearances and other marketing assignments. Fellow QSR Dunkin Donuts has been a N.Y. Marathon sponsor since '06. However, Subway Dir of Sports Marketing Paul Bamundo said the rights of the two competing QSRs are clearly defined. "They use the marathon sell coffee, so that's off limits for us, but we can use it to market our breakfast offerings, which is now very important to us," he said. Subway launched a breakfast menu in April, to go with its featured Seattle's Best Coffee.