AUSTRALIAN INSURANCE and health services provider Medibank Private has become title sponsor of the Melbourne Marathon Festival in a one-year deal.
Medibank replaces Bank of Melbourne as the title sponsor of the IMG-managed event, which will take place this year on October 14 with 27,000 competitors.
Frontloaded values the deal at around AUS $1million, which compares to title sponsorships of between $3m and $5m for a World Marathon Majors series event.
Medibank managing director, George Savvides, said that Medibank was proud to support the “iconic event” that promotes an active lifestyle and encourages participants to strive for better health.
“As a health fund of choice for over three and a half million members, Medibank is committed to investing in the health and wellbeing of the Australian community,” he said.
The Melbourne Marathon has had nine different major sponsors in its 33 years. The first naming rights sponsor, flavoured milk brand, Big M, lasted from 1978 to 1985.
Others include: Budget 1986-1989, Qantas 1990-94, Vic Health 1995 and 1997, City of Melbourne 1998-1999, Asics 2000-2005, Samsung 2006-2008, St George 2009-2010, Bank of Melbourne 2011 and Medibank 2012.
Medibank Melbourne Marathon partners:
Title Sponsor: Medibank
Presenting Sponsor: Herald Sun, Channel 9
Premium Sponsors: Asics, Flight Centre, The Coffee Club, Active Feet
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen