The LA Marathon is getting a makeover as ASICS swoops in to become the title sponsor. The race, which takes runners from Dodger Stadium in Los Angeles to the beach in Santa Monica, will now be known as the ASICS LA Marathon through 2015.
“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,” said Kevin Wulff, CEO of ASICS America, in a press release.
ASICS first became affiliated with the race in 2012 as a product sponsor. Stepping up as title sponsor is the first time they’ve done so for an American marathon; the company is the title sponsor for the ASICS Stockholm Marathon in Sweden. The company is also a product sponsor for the ING New York City Marathon and has affiliations with the Paris and Tokyo marathons.
ASICS will produce official ASICS LA Marathon merchandise for the Marathon Expo from March 15-16 and retail stores. The March 17 race will also get a new branded logo to show off its new sponsor.
The LA Marathon has grown in prominence over the last few years. Runner’s World Magazine named it the best big-city race in their 2013 Marathon Guide and the readers of Competitor Magazine picked it as the best marathon in the West in 2012.
“We have a world class course in a world class city, and now we have one of the most respected athletic brands in the running industry putting its weight behind the race,” said Nick Curl, LA MARATHON LLC Chief Operating Officer, in a press release. “The sky really is the limit for the ASICS LA Marathon.”
The ASICS LA Marathon boasts a four-year-old “Stadium to the Sea” course that runs through four cities and federal property, passing famous Los Angeles sites like Grauman’s Chinese Theater, Rodeo Drive and the Capitol Records Tower. Registration for the 2013 race is still open, though fewer than 1,000 spots still remain.
Karla Bruning is host of On The Run, New York Road Runner’s lifestyle web show about running. She has completed six marathons, two triathlons and trains with the New York Harriers. Follow Karla’s “Notes From a Running Nerd” at RunKarlaRun.com, Facebook and Twitter@KBruning.