SBD/February 13, 2013/Marketing and Sponsorship

Asics Inks First U.S. Race Title Sponsorship Deal With L.A. Marathon

Asics yesterday signed a three-year deal to become title sponsor of the L.A. Marathon, which now will be known as the Asics L.A. Marathon. The brand first partnered with the L.A. Marathon for last year's race as a product category sponsor. The race becomes the first U.S. marathon where Asics holds a title sponsorship (Asics). In California, Kari Hamanaka noted the title sponsorship was “previously held by American Honda Motor Co.” An Asics America spokesperson said that the cost of the sponsorship is “expected to be a multimillion-dollar investment.” The company is “title sponsor of the Stockholm Marathon, and also is involved to lesser degrees" with races in N.Y., Paris and Tokyo. Asics has “developed merchandise that will be co-branded” with the L.A. Marathon, and the brand will be “part of all marketing for the race.” The deal comes as Asics America “continues to work toward a goal set a few years ago to grow sales" to $1B by '15. The company "last reported sales" of $680M in '10 (OCBJ.com, 2/12).
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