SBD/August 27, 2014/Marketing and Sponsorship

Mazda Enters Partnership With Competitor Group To Sponsor U.S. Road Running Events

Competitor Group, which owns the Rock 'n' Roll Marathon Series, has "signed a deal with Mazda, making the auto manufacturer an official partner for all North American races," according to Fred Dreier in this week's SPORTSBUSINESS JOURNAL. The deal is valued in the "mid-to-high six-figure range and runs through this year’s final 12 North American events." The partnership also includes "all 24 North American Rock ’n’ Roll events" in '15." It represents a "step forward for Competitor Group, which had been without a serieswide auto sponsor" since '11, when Dodge did not renew its deal. Mazda will receive "advertising space across Competitor Group’s various digital and print media assets, which include Competitor Magazine and Competitor.com." The automaker's activation includes the "creation of a team of amateur athletes who will participate in the races, as well as a partnership" with runner Dorothy Beal. She "operates the popular 'Mile Posts' running blog" (SPORTSBUSINESS JOURNAL, 8/25 issue).
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