Company Watch: Impellia The Lefton Report: Barça inks Van Wagner Sponsor Loyalty: NCAA Nickelodeon enters NASCAR deal Jones back at Under Armour Yogi Berra deal: Deja vu all over again Stewart-Haas offers NASCAR-F1 combo deal Sponsors boost activation at Draft Town The Lefton Report: Colorful catchers WME-IMG buys experiential agencies
SBJ/June 25 - July 1, 2001/Marketingsponsorship
NYC Marathon adds wheelchair sponsor
Published June 25, 2001
The New York City Marathon plans to announce Tuesday that financial data provider ILX Systems will become the first-ever sponsor of its wheelchair competition.
The race also plans to announce this week that Gatorade has renewed for another two years as a sponsor, and that prize money will surge 94 percent this year to $514,000. The marathon further plans to license its brand to a Mexican group that includes MasterCard International and former champion German Silva, which will organize a New York City Marathon tune-up race on Sept. 2 in Mexico City.
This November's marathon will mark the second year of a competitive wheelchair race, but the first with a sponsor. The marathon would not discuss how much ILX paid, but the level of sponsorship the data company is buying historically costs $100,000 annually. Gatorade occupies the same level of sponsorship.
ILX is concerned with branding, said Ann Hinegardner, vice president of sales and marketing for the New York Road Runners, the nonprofit club that owns the marathon, explaining why a data provider would sponsor a wheelchair race. ILX, which is owned by privately held Thomson Financial, is looking to promote its name, she added.
As the "Official Market Data Systems Sponsor of the Marathon," ILX Systems will receive category exclusivity, inclusion in pre-event promotional elements, recognition at the start and finish lines of the wheelchair race, and signs along the marathon course.
Prize money will jump 23 percent to $80,000 each for the men's and women's winners, which club organizers say ties their race with the Boston Marathon for the largest marathon winners' payout in the world. A total of $432,000 will be awarded to men and women finishers, up 63 percent from last year, and $82,000 will be awarded additionally to U.S. finishers.
The New York City Marathon is scheduled to be run Nov. 4.