Apr 14, 2011 at 01:42 PM
written by

Sponsorships Are A Marathon - Not A Sprint - In Boston

While most properties are scrapping for renewals of any length, how has the Boston Marathon managed to secure sponsors like John Hancock and Adidas, through 2024 and 2023 respectively? TheStreet.com today takes an in-depth look at the critical role that sponsors play in putting on one of the world's oldest annual marathon and how the event ensures the longevity of corporate partnerships.

According to TheStreet, 70% of the marathon's annual $7 million operating budget (coming out to roughly $5 million) comes from sponsors like John Hancock, Adidas, the Dana Farber Cancer Institute, Gatorade, Nissan, AT&T, JetBlue and Poland Spring and PowerBar.

What's the secret? Jason Notte writes:

"..marathon organizers feel that giving sponsors what they want while holding the line on what you're willing to give is the quickest route to maintaining their event's integrity and economic stability."

Definitely worth a read over at TheStreet.com. #newstag