The Boston Marathon has agreed to a 10-year sponsorship deal with Bank of America that organizers hope will allow the world’s oldest 26.2-mile road race to grow over the next decade while maintaining its historic character.
Peres Jepchirchir from Kenya, races and wins first place in the Womenâs elite division at the 126 Boston Marathon on April 18, 2022 in Boston, Massachusetts, United States.
“Why would you ever change a legacy? ... No, we’re not going to do that,” said David Tyrie, Bank of America’s chief digital officer and chief marketing officer."Everything you know and love about the Boston Marathon — and things that are around it — will continue. And then there’s going to be 30% that we haven’t figured out yet that are going to be the taking it to the next level thing. And those are really exciting ones.
First run in 1897 by 15 men who were inspired by the marathon race at the inaugural modern Olympics in Athens the previous spring, the Boston Marathon has grown into a weekend-long running festival and the signature event of the Massachusetts holiday known as Patriots’ Day. For 30,000 recreational runners who have to qualify just to line up in Hopkinton on the third Monday in April, it is a bucket-list event.
Within a month, the BAA was hearing from potential new sponsors. Fleming said the BAA was leery of the recent deals with crypto exchanges and other internet startups thatCharlotte, North Carolina-based Bank of America stood out for its ability to see what made the race special. “There’s an inherent appreciation for the uniqueness of the Boston Marathon,” Tyrie said. “We make sure that we have the best interest of the BAA, the marathon, its runners, its legacy . We make sure we really understand all of that.”
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