Running Sponsorships Reach $68MM: IEG
Race sponsorships are picking up speed.
Marketers have spent $68 million this year to sponsor running events including marathons, 10Ks and triathlons, according to sponsorship consultancy IEG Group. That’s up 9% from 2005.
The New York City Marathon alone saw a 10% increase this year, after a 10% jump in 2005, IEG reports.
While races maintain local appeal, several marketers have adopted race sponsorship as a platform for national and global campaigns. Saturn Corp. signed deals this year with a dozen marathons, most notably the Boston Marathon, Denver Marathon and the Marine Corps Marathon. The automaker plans to expand its racing ties in 2007, according to Chicago-based IEG.
The biggest sponsorship activity comes from athletic apparel companies, followed by publishing firms, carmakers, retailers and financial services companies, IEG said.
Running clubs are benefiting from increased interest, too. This year New York Road Runners Club extended its tie with title sponsor ING through 2010 and brought on Dunkin Donuts, Avis Rent A Car System and The New York Times Co. as sponsors, per IEG.
