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Despite not securing a title sponsor for the 2019 edition of the Melbourne Marathon Festival, the organiser of the event is confident it will soon sign a long-term deal.
According to Chris Gilbert the senior vice president and managing director, Australia and New Zealand of event organiser IMG, they are seeking a principal sponsor for the first time in eight years and are in discussions with major domestic and international brands for the title rights.
Insurer, Medibank was the naming rights sponsor of the Melbourne Marathon from 2012 to 2018 and during its 42-year history title sponsors have included Qantas, Big M and Bank of Melbourne.
Gilbert said that historically the event has enjoyed strong title sponsor retention with a five-year average tenure.
The sponsorship structure for the 2020 Marathon Festival is likely to remain unchanged with the overarching title sponsor also getting naming rights to the event’s marquee race, the 42km Melbourne Marathon and additional sponsors taking naming rights to the support events.
Sri Lanka Airlines is the naming rights sponsor of the 21km half marathon, footwear and apparel brand ASICS has naming rights to the 10km run and hotel brand Westin is the major sponsor of the 5km run. The festival also includes a 3km walk which has no naming rights sponsor. Technology company, Garmin is the official wearable tech partner and sponsor of the festival’s mobile app. The support sponsorships were locked in on multi-year agreements, Gilbert confirmed.
Gilbert said that the title sponsor receives a six-month marketing campaign that includes rich social and digital content that is executed nationally. He said that given the long engagement period, the campaign offers many business development and customer acquisition opportunities.
Some 36,000 people are expected to take part in this Sunday’s Melbourne Marathon Festival and entries for the full and half marathons, as well as the 10km run have sold out for the first time in the event’s 42-year history.
