FOR IMMEDIATE RELEASE
New York Road Runners Announces Three New Partners for the
ING New York City Marathon 2010 and Unveils New Marketing Platform
New York, April 5, 2010—New York Road Runners has signed three new
multi-year sponsors—Unilever, Nissan, and Tata Consultancy Services—for the
ING New York City Marathon 2010, it was announced today by Ann Wells
Crandall, New York Road Runners Senior Vice President of Business and
"We are delighted to welcome three leading brands into the marathon
family," said Wells Crandall. "With seven months until race day, we are
thrilled with the expansion into new categories of consumer packaged goods
and consulting services and a giant in the automotive industry joining our
already strong sponsor roster."
From June 2009 until February 2010, New York Road Runners has signed new
multi-year partners and renewed five long-term partners, including title
sponsor ING through 2013. The expansion into two new partner categories in
2010—consumer packaged goods and consulting services—illustrates the
marathon's ability to attract new brands. The expanded reach and appeal of
the marathon extends well beyond that of a sporting event and draws
consumers into a lifestyle.
Highlights for new sponsor activation include:
UNILEVER: A first-ever consumer packaged goods sponsor, Unilever enters a
two-year promotional partnership, which will feature Dove® for Men and
Dove® for Women, Degree®, Vaseline®, and Axe®. This newly formed
association with NYRR and the ING New York City Marathon exemplifies
Unilever's desire to align its brands with other organizations and
businesses that help people feel good, look good and get more out of life.
TATA CONSULTANCY SERVICES (TCS): A global IT services and consulting
company, TCS will serve as the official technology partner for the ING New
York City Marathon. As part of their two-year program, TCS will provide
guidance to NYRR on enhancing its IT capabilities for increased
interactivity across its various digital properties, including the ING NYC
Marathon website and registration and scoring databases.
NISSAN: As official automotive partner, Nissan will leverage the marathon
to launch new products such as the LEAF electric car as well as to drive
consumers to their website – www.MasterTheShift.com. Nissan will display
vehicles on the course at "cheer zones" and provide the official vehicles
on the course, at the expo, and throughout marathon week. Additionally,
they will offer runners training tips from Nissan Master and Olympic
marathoner Ryan Hall.
The I'm In. We're In. marketing platform was developed to leverage the
emotional connection everyone has to the ING New York City Marathon,
whether as a runner, a spectator, a volunteer, or a casual fan. By tapping
into their passion and excitement for the world's greatest road race, New
York Road Runners and partners will look to broaden the reach of the
Marathon. This cohesive campaign targets a larger community and plays on
the four key periods of the marathoner's lifecycle: inspiration,
anticipation, dedication, and celebration. The campaign engages the 40,000+
runners as well as the 100,000+ race applicants; 300,000+ community of
families, friends and supporters; 2 million race day spectators; and a
global audience of 1.6 billion through a comprehensive marketing campaign,
including elements such as advertising, promotion, social media, events,
licensing, and more.
"We developed an ongoing unifying marketing platform to engage our
marketing partners as well runners and non-runners alike," said Wells
Crandall. "We want to broaden the reach of the marathon in a relevant and
engaging way—one that goes beyond the marathoner to tap into the larger
community of supporters—friends, families, fans, spectators, volunteers—and
their emotional connection to the ING New York City Marathon."
To launch the ING New York City Marathon 2010, New York Road Runners will
broadcast the race's lottery selection show for the first time ever on
Wednesday, April 7, live at 12:00 noon EDT. The selection show will be
aired at www.nyrr.org and will also include the announcement of the first
man and woman for the November 7 race's professional field.