USA Track & Field Adds Event, Signs Neustar As Title Sponsor
USA Track & Field is creating its first 12-kilometer race and signed Neustar, an IT company, to a three-year title sponsorship of the event. Neustar will use the race, which will be called the .US National Road Racing Championships, to promote its .US domain name. The race date and location are still being determined. The deal is the first sponsorship announced by USATF since it hired Max Siegel as its CEO last April. It is also the first new event the organization has announced. Siegel said, "We've been looking for ways to engage the lifestyle runner and we've been looking for brands that want to do that. This is a perfect fit."
Neustar Senior VP Alex Berry said the company agreed to its sponsorship with USATF over the last six weeks. Berry added, "It fit with what we're trying to do around growing our top level domains. .US is a cornerstone of that. We thought running enthusiasts would be keen on participating and creating a broad community around a domain name." Neustar did not work with a marketing agency on its agreement. The race will be streamed online.