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Boston Gears Up For Marathon Marketing

April 15, 2009: It must be spring in Boston if the Red Sox are playing at Fenway Park and marketing for the Boston Marathon on April 20 is covering the town. John Hancock is in its 23rd year as lead (aka title) sponsor of the venerable event, now in its 113th running, and adidas is in the 20th anniversary of its partnership with the Boston Athletic Association, the group that organizes the Boston Marathon. Prime sponsors also include Gatorade Endurance Formula, Poland Spring, Saturn, AT&T, JetBlue, PowerBar and HP. Among local sponsors, Long's Jewelers is the official award supplier of the Marathon and Salonpas is the official external pain reliever. The event on Being shown locally on WBZ-TV and worldwide at UniversalSports.com. In addition to TV, radio, print and out-of-home, the John Hancock Sports & Fitness Expo will be at the Hynes Veteran Memorial Convention Center April 17-19, with booths and promos from all race sponsors. Adidas has designed a limited-edition 20th anniversary shoe, the Supernova Sequence (SRP $100). Just 800 pairs will be available at www.shopadidas.com and such local retailers as Marathon Sports, City Sports, New England Running Co., and the Greater Boston Running Co. Among other sponsor activations, the AT&T Athlete Alert program will allow messages to be automatically delivered any U.S. mobile phone, a pager, or any e-mail address. Alerts will be broadcast when a runner crosses the starting line, reaches the 10K, half marathon and 30K marks, and from the finish line. The Boston Marathon is the first of this year's five World Marthon Majors, which also includes London, Berlin, Chicago and New York. If you are planning ahead, the 114th Boston Marathon is scheduled to take place April 19, 2010.


Click here for a full list of Boston Marathon sponsors.

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