ATHLETICS BRAND ASICS will upgrade its association with the LA Marathon to become title sponsor from 2013 through 2015.
The company first partnered with the LA Marathon for the 2012 race as a product category sponsor, but will lend its name to the city's leading mass participation event for the race in March, which will be called the ASICS LA Marathon.
Los Angeles is the first United States marathon where ASICS holds a title sponsorship. ASICS is currently title sponsor of the Stockholm Marathon and is affiliated with several of the world's top marathons, including New York, Paris, and Tokyo.
"With our US home located in Southern California, the LA Marathon is the ideal place for us to show support for runners of all levels competing right here in our own backyard," said Kevin Wulff, CEO of ASICS America. "Our experience in Los Angeles last year showed us first-hand that this race is a crown jewel, so we are thrilled to be the title sponsor and have this long-term association."
As title sponsor of the race, March 17, ASICS will create official ASICS LA Marathon merchandise to be sold at local retail stores as well as the Marathon Expo on March 15-16 at the Los Angeles Convention Center.
ASICS will also be integrated into a new LA Marathon event brand logo incorporated throughout the LA Marathon advertising and marketing campaign, all event collateral, as well as integration year round through LA Marathon LLC properties.
The ASICS LA Marathon will continue to be held on the “Stadium to the Sea” course, now in its fourth year, racing through four cities and federal property and passing many of the city's top landmarks.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen