Major Marathon Sponsors Brand and Build Relationships
Marathon sponsorship is a forward-thinking way to create a better image and understanding of your business within the community that your business serves. Marathons are events that are attended and participated in by tens of thousands of people. Entry fees range anywhere from $50 to $200, making marathons quite profitable events. Through the efforts of their participants, marathons also regularly raise millions of dollars for charities such as the Susan G Komen Foundation and the Leukemia and Lymphoma Society.
While you may not be interested in participating in a marathon yourself, the broad positive impact of marathons, triathlons, and other community sporting events is easily recognizable. That’s why so many major companies invest heavily in marathon advertising.
And these companies aren’t just sport-related companies like Nike and Gatorade. The three primary sponsors of the biggest marathons in the USA — the Chicago, New York City, and Boston marathons — are all financial companies. According to Sports Business Daily, ING’s title sponsorship with the New York Road Runners and Bank of America’s sponsorship of the Chicago Marathon both run in the high seven to low eight-figure investment range. Likewise, John Hancock’s sponsorship of the Boston Athletic Association is valued somewhere in the mid to high seven-figure range.
Why Invest In Marathons If We’re Not a Sporting Company?
Companies that invest in marathon advertising understand that the primary benefit isn’t the direct advertising. In fact, major marathon sponsors rarely advertise specific product lines or new services as part of their sponsorship. Instead, they provide services, road barriers, and signage for the race itself stamped with their brand name, and they do so year after year. Why? Because, by affiliating themselves positively with marathons, companies are able to build relationships and positive brand awareness within the communities that they serve. The potential business benefit of this kind of community engagement is simply immeasurable.
Take a look at how Asphalt Art helped Bank of America make the most of their Chicago Marathon sponsorship with high quality ground marathon graphics at the finish line. You can also check out our Pinterest album of outdoor sporting event graphics to see the ways that various companies have engaged with the community through effective floor graphics at races and marathons. When you’re ready to compare print media, request your free sample pack of Asphalt Art to get a better sense of the durability and imaging quality our products deliver.