http://www.asahi.com/sports/spo/TKY200901280085.html
translated by Brett Larner
Let's put corporate logos on our marathons! Rikuren is planning to change its regulations to allow marathons and ekidens in Japan to begin adding sponsoring companies to their race names and to increase the amount of advertising along the course. The move comes during the current recession in hopes of making the events more attractive to potential sponsors.
The decision to make the change took place in December last year. Until now, track races were permitted to advertise their sponsor's names but road races were prohibited from such promotion. Looking at overseas marathons such as the 'Flora London Marathon' and the 'ING New York City Marathon,' the inclusion of the sponsoring food maker or financial institution in the race name is simply a given. "We've made some changes to come into line with IAAF guidelines, not because of the recession" a Rikuren marketing executive commented.
However, it is a fact that "This is an important step in helping to find sponsors." Electronics manufacturer Rohm is withdrawing its longtime sponsorship of the Biwako Mainichi Marathon after this year's running, a single instance but still a harbinger of the recessionary wave's rapid approach. Rikuren has perceived the sense of danger in the current situation, admitting that "The deterioration of sponsors' financial conditions is directly connected to races' ability to survive."
The decision will likely need the approval of local governments and the police, but if accepted the increased media exposure for sponsors' names will certainly result in improved brand awareness and marketability. The Rikuren advertising executive expressed the board's hope for the future, saying, "We hope it will become a great sales opportunity."
translated by Brett Larner
Let's put corporate logos on our marathons! Rikuren is planning to change its regulations to allow marathons and ekidens in Japan to begin adding sponsoring companies to their race names and to increase the amount of advertising along the course. The move comes during the current recession in hopes of making the events more attractive to potential sponsors.
The decision to make the change took place in December last year. Until now, track races were permitted to advertise their sponsor's names but road races were prohibited from such promotion. Looking at overseas marathons such as the 'Flora London Marathon' and the 'ING New York City Marathon,' the inclusion of the sponsoring food maker or financial institution in the race name is simply a given. "We've made some changes to come into line with IAAF guidelines, not because of the recession" a Rikuren marketing executive commented.
However, it is a fact that "This is an important step in helping to find sponsors." Electronics manufacturer Rohm is withdrawing its longtime sponsorship of the Biwako Mainichi Marathon after this year's running, a single instance but still a harbinger of the recessionary wave's rapid approach. Rikuren has perceived the sense of danger in the current situation, admitting that "The deterioration of sponsors' financial conditions is directly connected to races' ability to survive."
The decision will likely need the approval of local governments and the police, but if accepted the increased media exposure for sponsors' names will certainly result in improved brand awareness and marketability. The Rikuren advertising executive expressed the board's hope for the future, saying, "We hope it will become a great sales opportunity."
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