Historyczny maraton w Los Angeles będzie przez najbliższe 3 lata nosił nazwę Honda LA Marathon. Podpisany między LA Marathon LLC a Amarican Honda Motor Co. kontrakt naming rights oprócz praw do nazwy zawiera również porozumienia w sprawie organizacji akcji charytatywnych, pomoc społeczną oraz wykorzystanie przestrzeni marketingowej.
Pierwszy raz w 25-letniej historii maratonu event będzie miał sponsora tytularnego. Od 1995 roku Honda była jednym ze sponsorów maratonu. – W ciągu ostatnich 14 lat mieliśmy zaszczyt przyłączać się do tego wspaniałego wydarzenia i być częścią konkurencji, która łączy całą społeczność Los Angeles -powiedział Tetsuo Iwamura, prezes i dyrektor generalny American Honda Motor Co., Inc. – Nowa trasa prowadzi przez najpiękniejsze części Los Angeles i sprawia, że Honda LA Marathon staje się imprezą wyjątkową, wizytówką świata biegaczy jak również nietuzunowym wydarzeniem dla widzów i dla całej Południowej Kalifornii.
Przewodniczący LA MARATHON LLC, Russ Pillar oświadczył, że jest zachwycony partnerstwem z Honda. - To zaszczyt być powiązanym z tak wybitną i znaną firmą - powiedział Pillar – Zaangażowanie Hondy w działania na rzecz społeczności lokalnej jest jednocześnie głębokie jak i szerokie i pozyskanie tak zacnego partnera tytularnego odzwierciedla istotne zmiany prowadzone przez nas, aby dostarczać wielkie i wspaniałe wydarzenie w Los Angeles.
W ramach porozumienia obie organizacje zgodziły się współpracować w kierunku poszerzania charytatywnego działania prowadzonego wokół wyścigu. Inicjatywa ta jest zgodna z działaniami Honda i wzmacnia już prowadzone akcje przez LA Marathon
Oprócz prawa do nazwy w latach 2010, 2011 i 2012 Honda LA Marathon porozumienie obejmuje również obecność podczas wystawy “pre-race EXPO”, uroczystościach promocyjnych odbywających się w dzielnicach podczas biegu, obecność na mecie i festiwalu finałowego na plaży. Umowa pozwala również na umieszczenie oznakowania, relamę i media cyfrowe. Tak jak w latach poprzednich zwycięzcy wyścigu otrzymają nowy samochód Honda oraz nagrodę pieniężną.
Organizatorzy przewidują ujżeć na starcie w tym roku 25 000 biegaczy. Jublieuszowy bieg odbędzie się 21 Marca 2010. Tysiące wolontariuszy, dziesiątki tysięcy uczestników i setki tysięcy widzów na trasie sparawia, że Honda Los Angeles Marathon to jednen z największych wyścigów po drogach miejskich organizowanych w USA.
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