Sponsorships: ING Expands Its Marathon Empire To The Mile High City - Event Marketer

Sponsorships: ING Expands Its Marathon Empire To The Mile High City

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ING announced last week that it will add the Denver Marathon to its expanding portfolio of marathon sponsorships. The multiyear deal also makes the company the title sponsor of the ING Marathon Relay a four-person relay “race-within-a-race ” to be held on Oct. 14 the same day as the marathon.

In addition ING will partner with a Denver-based youth organization to implement its national Run for Something Better program locally. The youth running program which is designed to help families and teachers fight childhood obesity currently operates in Atlanta Miami New York City and San Francisco cities where ING is a marathon title sponsor. ING uses the program to build brand awareness in local communities. In Denver it hopes to leverage the outreach with local business objectives.

“It allows us to tie very very tightly into some key parts of our business ” Steve Baskin ING’s vp-brand development and sponsorships told Buzz. “ING is one of the leading providers of retirement plans for teachers and government workers in the U.S. so this gives us access to boards of education and teachers to build awareness among those people and to show that ING is a part of the community and that we’re doing good here.”

Activation plans for the race will include a cheer zone along the race course in downtown Denver on ING’s campus and on-course branding at relay locations.

ING became the title sponsor of the ING New York City Marathon in 2003 and is also the title sponsor of the ING Miami Marathon ING Georgia Marathon and ING Bay to Breakers race in San Francisco.

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