Skechers Performance L.A. Marathon operator Conqur Endurance Group has hired Dynamo CCO STEVE POWELL to the same position, the first CCO in Conqur’s 10-year history. Powell will oversee Conqur’s registration, sponsorship, marketing and media divisions. His top priority will be enhancing the reputation of the race, which has historically been a minor event compared to other major city marathons. He wants to better promote the “stadium to the sea” race route, which starts at Dodger Stadium and hits several L.A. landmarks before ending on Ocean Blvd. in Santa Monica. “This business and property is a lot further along than this, but I thought there were a lot of similarities to when I joined MLS in 1997,” said Powell, who has mostly worked in soccer over a 20-plus year career. “We knew there was a market, and passion and interest, and we just need to find a way to build, to use the phrase, a better mousetrap.” Next year’s race in March marks 10 years since McCourt Global acquired rights to the race, changed the course and formed Conqur to run it. On the sponsorship side, Powell’s first major sales effort will be title rights to “We Impact LA,” the marathon’s charitable operation. They’re hoping for a three-to-five-year-deal worth $1-2M annually, a deal that would place the buyer below race sponsor Skechers but above all other sponsors. Powell also intends to create a tiered structure for the portfolio, with four to five “premier” partners organized at a level below the We Impact LA rights. Skechers’ entitlement deal expires next year as well. Powell also will be tasked with integrating the previously independent revenue-producing parts of the race operation, making sure runner registration, sponsorship and media are leveraging each others’ work.
