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A brand new look is coming to the Boston Marathon in 2024. On Monday, the distinguished marathon introduced a brand new 10-year sponsorship take care of Financial institution of America that organizers hope will enable the world’s oldest marathon main to develop over the following decade whereas sustaining its historic character.
The brand new deal is described as a presenting partnership, which means the title of the race is not going to change. The race will as a substitute carry the identify “The Boston Marathon introduced by Financial institution of America,” in distinction to the Financial institution of America Chicago Marathon.
For the final 38 years, the marathon has been affiliated with insurance coverage firm John Hancock (a U.S. subsidiary of Canadian insurance coverage firm Manulife Monetary). Beneath John Hancock’s monetary partnership, the race steadily elevated the prize pool to draw elite runners from all over the world, taking the race to new heights and fame. In Sept. 2022, the corporate introduced that 2023 could be its final yr sponsoring the race.
The Boston Marathon was first run in 1897 by 15 runners who have been impressed by the marathon race on the inaugural fashionable Olympics in Athens, Greece. Since, the Boston Marathon has grown right into a weekend-long annual working pageant, internet hosting over 30,000 runners, the signature occasion on Massachusetts’ Patriots’ Day.
“Why would you ever change a legacy?” mentioned David Tyrie, Financial institution of America’s chief digital officer and chief advertising and marketing officer. “We’re not going to do this. The whole lot you recognize and love in regards to the Boston Marathon will proceed.”
Tyrie mentioned in a press convention that the intention behind the brand new sponsorship is to boost the race’s profile year-round, capitalizing on the corporate’s expertise in Chicago and bringing new concepts to Boston.
Financial institution of America has already dipped its foot within the distance-running world because the title sponsor of the Chicago Marathon since 2008.
“With alignment in values and dedication to each communities and management, we’ll work collectively to reinforce one of many world’s nice participatory sporting occasions. Financial institution of America will accomplice with us at each stage to develop, broaden and innovate new pathways in working,” mentioned Jack Fleming, president and CEO of the B.A.A.
The financial institution has a intensive presence in Boston: the course runs previous 11 Financial institution of America branches, two of them on the ultimate dash down Boylston Road to the end line in Copley Sq..
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