Boston Marathon sponsor ads break 112-year tradition

BEIJING, April 16 (Xinhuanet) -- The Boston Marathon is breaking a 112-year tradition by putting corporate ads on the start and finish lines to help its two main sponsors get more bang for their bucks from the world's oldest marathon.

Race organizers also announced Tuesday they were increasing its purse by more than 38 percent, from 575,000 U.S. dollars to 796,000 dollars, making it the richest of the World Marathon Majors events.

The changes in sponsorship ads highlight distance running's growing dependence on sponsors to provide lucrative prize money to attract leading athletes and raise its profile, said Guy Morse, executive director of the Boston Athletic Association, the race's organizer.

They also demonstrate the need for support to meet operating expenses and make donations to the eight cities and towns that provide public safety and other services to runners passing along the marathon¡¦s 26.2-mile route, Morse said.

The arrangements were made under terms of existing contracts with John Hancock Financial Services and German sports equipment and apparel maker Adidas AG, and no new money was exchanged. However, the logo placement could form a basis for pressing for even more lucrative terms in future sponsorship contracts, Morse said.

Boston-based John Hancock helped the marathon evolve from an amateur to a professional event in 1986, and four years ago was acquired by Toronto-based Manulife Financial Corp. The company¡¦s new managers then began pushing to raise the company¡¦s profile at the race, Morse said.

Bill Rodgers, a four-time Boston Marathon winner, said sponsors deserve recognition for their support.

"Sponsorship helped the sport grow, prize money helped the sport grow in the U.S.," Rodgers said.

(Agencies)