Nissan Named Offiical Sponsor of the Boston Marathon, release, comments by Larry Eder



The venerable BAA Boston Marathon has an auto sponsor! Nice job to Guy Morse and team. Another example of sports marketers looking for quality properties with which to partner, and seeing major running events as the perfect demographic and a plethora of ways to reach out and resonate with the consumer (through expos, digital, test drives, etc.).



BOSTON, March 25, 2010 – The Boston Athletic Association (B.A..A..) today announced that Nissan North America will be the official and exclusive vehicle partner for the 2010 Boston Marathon to be held on Monday, April 19, 2010. The agreement, which also includes the 2011 event, features a strong presence by Nissan at the Marathon and the three day John Hancock Sports and Fitness Expo held at the Hynes Convention Center.

Nissan ‘Master’ Ryan Hall, Olympic marathoner and American record holder in the half-marathon (59:43), will attempt to capture his first marathon title when he competes in the 114th running of the Boston Marathon. Hall, 27, won the 2008 U.S. Marathon Trials in New York, finished 10th in the 2008 Olympic Marathon in Beijing and third in the 2009 Boston Marathon.

Hall, one of the four premier Nissan Master the Shift athletes, will share his running secrets and training tips through a series of videos at Nissan’s Master the Shift program targets lifestyle enthusiasts at several high-profile running and cycling events nationwide. Hall will offer a rare inside look at how he trains for success and how runners can shift their own performance to a new level of personal achievement.

“Nissan is excited to be the official and exclusive vehicle of the 114th Boston Marathon, one of America’s premier road races,” said Joel Ewanick, Vice President, Marketing, Nissan Division. “This partnership is a great way to bring our Master the Shift platform to the active lifestyle community and allows us to connect to consumers in a way that aligns Nissan with the passions of the runners.”

“It’s a privilege to have an outstanding company like Nissan as the exclusive vehicle sponsor of the Boston Marathon for the next two years,” said Guy Morse, executive director of the B.A.A. “It’s a strong demonstration of the commitment that Nissan has in partnering with us at one of the top running events in the U.S. We look forward to showcasing Nissan’s outstanding product line in a high-profile environment and working with them to achieve their marketing goals.”

Nissan will have a booth at the Expo that will feature consumer activities, interactive games, giveaways and vehicle displays. In addition, Nissan vehicles will be integrated into the race’s weekend events, serving as the official pace vehicle for the Boston Marathon as well as the Boston Athletic Association 5K on Sunday, April 18th.

About Nissan: In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program 2010, whose key priorities are reducing CO2 emissions, cutting other emissions and increasing recycling. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at and

About the Boston Athletic Association: Established in 1887, the Boston Athletic Association is a non-profit organization with a mission of managing athletic events and promoting a healthy lifestyle through sports, especially running. The B.A.A.'s Boston Marathon is the world's oldest annual marathon, and the organization manages other local events and supports comprehensive charity, youth, and year-round running programs. Since 1986, the principal sponsor of the Boston Marathon has been John Hancock Financial. This year marks the 25th consecutive year of John Hancock Financial’s historic sponsorship of the Boston Marathon.

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