Medical sales company Abbott is set to announce it is title sponsoring the World Marathon Majors, making it the first sponsor for the nine-year-old branded circuit of six races. The four-year deal is believed to be worth a mid- to high-seven figure sum annually. The Abbot World Marathon Majors logo will appear at the finish line of all six races starting in February in Tokyo. The other five are Berlin, London, Chicago, Boston and N.Y. Abbott was advised by TSMGI, and the WMM by Infront. The WMM awards $1M annually to the top male and female finishers over a two year rolling period. The deal not only marks the WMM’s first sponsor, but Abbott’s first major foray into sports sponsorships in its 126-year history. Two years ago, Abbott split into two companies, separating from its research arm. Abbott Senior VP & CMO Paul Magill said the new company has about 50% direct-to-consumer sales. He added, "It’s a new business profile, more global, more consumer." Abbott also is sponsoring this weekend’s Bank of America Chicago Marathon in a separate deal. That means Abbott will compete for branding with the title sponsor and other sponsors. The company’s WMM activation and marketing plans are still forming, though Chicago includes an Abbott Cheers Zone and 27th Mile Post-Race Party. Magill cited the typical reasons sponsors get behind endurance races -- the high income demographic, the aspirational attributes embodied in the races and the ability to engage employees. Magill said Abbott will consider sponsoring other endurance contests.
