FOR IMMEDIATE RELEASE
Boston Athletic Association and SPORTFIVE Partner in Pursuit
of Boston Marathon's Next Primary Sponsor
Global sports marketing agency to support B.A.A. in the Marathon's first
primary sponsor search since 1985
BOSTON and NEW YORK (December 12, 2022) - The Boston Athletic Association
(B.A.A.) has announced that global sports marketing agency SPORTFIVE is
leading its search for the Boston Marathon's next primary sponsor,
beginning with the 2024 running of the prestigious race. The Boston
Marathon is the world's oldest annual marathon and is considered the
world's most historic road race.
As part of the partnership, SPORTFIVE will serve as the B.A.A.'s exclusive
agency to identify and secure the next primary sponsor, leveraging its
extensive market intelligence, reach and global sales network in pursuit of
the ideal brand partner.
Jack Fleming, President and Chief Executive Officer of the B.A.A., said:
"We look forward to a new and exciting era in Boston Marathon history as we
partner with an organization which shares our vision of providing memorable
athletic experiences for runners, spectators, and the community. The Boston
Marathon is more than just a road race - it is a community experience that
we enthusiastically look forward to sharing with our next primary partner
thanks to the efforts of the team at SPORTFIVE."
The Boston Marathon is traditionally run on Patriots' Day, the third Monday
in April, and is broadcast live in more than 200 countries worldwide.
SPORTFIVE has worked with the Boston Athletic Association for over 30 years
in every aspect of the Boston Marathon's television production,
distribution, streaming, archive sales, and as an executive producer of
three telecasts of the marathon —local, national, and international. The
127th running of the Boston Marathon on April 17, 2023, will be the final
race for John Hancock, who has served as principal sponsor since 1986.
"The Boston Marathon is one of the most historic and prestigious sporting
events in the world and we're proud to deepen our relationship with the
Boston Athletic Association to help find the race's next primary sponsor,"
said Neil Glat, Co-President, Americas for SPORTFIVE. "The third Monday in
April is a holiday on the global sports calendar, and this partnership is
an exciting sponsorship opportunity for the right brand and one that has
not been available in nearly two generations."
The Boston Marathon has distinguished itself as the pinnacle of road racing
by virtue of its heritage, longevity, and qualifying standards. More than
30,000 participants compete in the B.A.A.'s signature event each year,
hailing from all 50 U.S. states and more than 100 countries. Beyond
world-class competition at the front of the field -featuring Olympians,
Paralympians, national record holders, and global medalists—the Boston
Marathon annually raises upwards of $40 million for non-profit
organizations, and has an estimated economic impact of $200 million on the
Greater Boston community.
As one of the six Abbott World Marathon Majors, the Boston Marathon is
recognized for being a global leader in the sport of road racing. Among its
storied history, the Boston Marathon was the first major marathon to
welcome wheelchair participants, feature Para Athletics Divisions, and is a
pioneer in the women's running movement. It has played host to a myriad of
memorable finishes and milestone races, and counts five Olympic marathon
gold medalists among its illustrious list of champions. Thousands of
runners from around the world annually aim to earn their Boston Marathon
qualifying time (better known as a ‘BQ') with hopes of toeing the starting
line in Hopkinton for a chance to earn the coveted unicorn finisher medal
upon reaching the finish on Boylston Street in downtown Boston.
SPORTFIVE has an experienced and robust international workforce providing
cutting edge services to sports rightsholders around the world. The agency
manages rights and delivers premium events across more than 30 different
sports, some of which include Atletico Madrid, Borussia Dortmund, the
Bundesliga, English Football Association (FA), English Premier League,
Flamengo, Kansas City Chiefs, Los Angeles Dodgers, Los Angeles Lakers,
LPGA, New York Knicks, New York Jets, and PGA TOUR, among many others. On
average, SPORTFIVE generates over $1 billion in gross sales per year, on
behalf of its valued rightsholder clients.
ABOUT THE BOSTON ATHLETIC ASSOCIATION
The Boston Athletic Association (B.A.A.) is a non-profit organization with
a mission to promote a healthy lifestyle through sports, especially
running. The B.A.A. is committed to a world where all people can access and
benefit from running and an active lifestyle. The B.A.A. advances its
mission and vision in a variety of ways, such as organizing
mass-participatory running events like the Boston Marathon, creating or
supporting community fitness events, and sponsoring a running club that
serves the greater Boston area.
The B.A.A. believes that everyone—no matter their race, gender, or
background—should be able to advance their well-being safely and without
fear or discrimination of any kind. The organization is committed to
fostering a workplace and community that is diverse, equitable, inclusive
and promotes a sense of belonging for all. To learn more about the B.A.A.,
please click here.
ABOUT SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers
customer-centric solutions based on trust and transparency, deep industry
experience and vast global reach, digital intelligence, and innovation.
SPORTFIVE strategically and creatively connects brands, rights-holders,
media platforms and fans to create and enable meaningful partnerships in
sports.
While creating and growing long-term value for all, SPORTFIVE often leads
the business of sports into the future with innovative digital solutions
and strives to be the most progressive and respected partner in sports.
In the U.S., SPORTFIVE provides comprehensive marketing services to
prominent professional sports teams and leagues, blue-chip brands in sports
and entertainment, and leading media outlets. The agency offers global,
industry-spanning expertise in commercial sales, digital, esports and
gaming, golf talent representation and event management, and media, and
specializes in brand consulting and experiential marketing and production.
SPORTFIVE operates with a global mindset and network of more than 1,200
local experts based in 15 countries around the world, and is active in
Baseball, Basketball, Esports, Football, Golf, Handball, Motorsport,
Soccer, Tennis, Hockey, Track & Field, and many more. For more information
please visit SPORTFIVE's website, content hub, and social profiles.
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