Jan 26, 2010 at 04:51 PM
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Honda Gets LA Marathon's First Title in 25-Year History

The LA Marathon and American Honda Motor Co., Inc. today announced that this year's race will be the Honda Los Angeles Marathon, launching a three-year partnership that includes naming rights and a variety of charitable, community service and marketing components. While Honda has been a presenting sponsor of the marathon since 1995, this is the first time in the marathon's 25-year history that the race will have a title sponsor.

"For the past 14 years, we've been honored to be affiliated with this great competition and with the manner in which it brings together the entire greater Los Angeles community," said Tetsuo Iwamura, president and chief executive officer of Torrance-based American Honda Motor Co., Inc. "The new course shows off some of the best of what Los Angeles has to offer, and is sure to make the Honda LA Marathon an outstanding, signature event for the running world, for spectators, and for Southern California alike."

Registration for this year's race is on record pace, and organizers have announced a cap of 25,000 runners.

"It is a privilege to be affiliated with such an outstanding, well-known company," LA Marathon LLC President Russ Pillar said. "Honda's commitment to the local community is both wide and deep, and having such a distinguished title sponsor reflects the significant changes we've made to deliver a great event for all of Los Angeles."

As part of the agreement, the two organizations have agreed to work together toward furthering the race's charitable component.

In addition to naming rights for the 2010, 2011 and 2012 Honda LA Marathon, race organizers' agreement with Honda includes a presence at the pre-race Expo, at celebrations that will be held in neighborhoods throughout the course, and at a finish line festival at the beach, next to the Santa Monica Pier. The agreement also includes signage, advertising and a digital media presence.

As in years past, both the male and female winners of the Honda LA Marathon will receive a new Honda automobile in addition to the cash prize.