Global sportswear brand ASICS has signed a six-year sponsorship deal with Sydney Marathon.
ASICS will become the official footwear and apparel partner and presenting partner of the local sporting event.
The brand has been an official sponsor of the Sydney Marathon for 16 years, with the new multi-year partnership comprising significant brand integration, on-site and in-store event activations, digital and social content, broadcast integrations and online retail promotions.
"At ASICS, we believe in the positive power of sport and movement,” ASICS Oceania managing director Mark Brunton said. “That it can transform us individually and as a community, that it can uplift our mind and bodies.
“We look forward to bringing the city of Sydney together as one community of marathon runners and supporters for this iconic event.”
The multi-year sponsorship deal comes as Sydney Marathon enters its second year of a multi-year evaluation process by Abbott World Marathon Majors (AbbottWMM).
To become a Major in the AbbottWMM, the Sydney Marathon must meet strict criteria two years in a row over the evaluation period. If successful, the event will join a global group of races - including the Tokyo Marathon, Boston Marathon, TCS London Marathon, BMW-BERLIN Marathon, Bank of America Chicago Marathon and TCS New York City Marathon - in 2025.
Sydney Marathon race director Wayne Larden welcomed ASICS in the running organisation’s pursuit to become a Major.
"[ASICS’] focus on performance running and growing awareness of the Sydney Marathon through connecting with their global audiences enhances our mission to become the next Abbott World Marathon Major.
“ASICS will be with us every step of the way as we continue to grow local, national and international participation and showcase Sydney and the event to the world.”
Sydney Marathon will return to Sydney on September 17 this year. It is reportedly the only World Athletics Platinum Label marathon in the southern hemisphere and attracts local and international athletes.