Friday, March 7, 2014

Brand ID sponsors new marathon

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A new marathon, new distributorship, new sponsors and interesting new partnerships are the ingredients of the first African “city marathon” - the Cape Town Marathon, to be inaugurated on 21 September 2014. Brands Skins, Nathan, Mizuno, SiS and Canterbury will share the technical sponsorship with the iconic 46664 brand – which will all all be distributed by Brand ID from 1 April.

Local distributor Du Toit Botes introducing the technical sponsor brands.
The Cape Town Marathon – which will be run from the Greenpoint stadium, through Camp’s Bay, over Signal Hill, through the Bo-Kaap, city centre, Company Gardens, District Six, to Newlands and Rondebosch and back to the stadium – is the brain child of sporting icons Francois Pienaar and Elana Meyer. They formed a partnership, called ASEM, when they decided that Cape Town deserved to have a city marathon, on par with the other major city marathons (Boston, New York, Chicago, London, Berlin and Tokyo).

The city is, after all, the Design Capital of the World this year and plays host to some of the world’s biggest events, like the Cape Argus Cycle Tour, The Cape Epic, the Two Oceans ultra marathon skirting the city, to name a few. The Cape Town marathon will be a qualifying event for the Two Oceans.
Francois Pienaar and Elana Meyer, here with Du Toit Botes, will host the marathon.
When Meyer met Botes to discuss possible sponsorship of the Endurocad academy, which trains endurance athletes, she proclaimed the brands they distribute “a perfect fit” for the Cape Town marathon, says Botes. “It was a one-stop perfect partnership.” The brands they offer are all associated with top global sporting events – for example, Mizuno is the official sponsor of the Amsterdam marathon, Nathan is involved with the Ironman Kona championships, Tour de France cyclist Mark Cavendish  is a director of supplement brand SiS, etc.

 In addition, 46664 is known world-wide as the “Madiba peace brand” and “Peace” will be a big component of the marathon. Not only will it be run on International Peace Day, but a 10km Peace Run will form part of the weekend-long runfest.
WP Athletics president Jakes Jacobs, brand manager Paul Copson, Meyer, Pienaar and Botes celebrate their partnership in the new marathon.

Pienaar and Meyer also formed a partnership with WP Athletics, whose grassroots athlete development programme will be one of the beneficiaries of the marathon. According to president Jakes James, the Cape Town marathon will further widen and broaden their reach into grassroots communities – and will eventually benefit all by attracting more tourists to Cape Town.
WP Athletics president Jakes Jacobs believes the marathon will help grow running in grassroots communities.
The marathon weekend will include several side events, like a 5km fun run, trail runs in the Table Mountain National Park, a team-building relay and Prestige Mile Races. An expo will open on Friday, the 19th. Spectator zones along the route, food booths, bands and other entertainment will further involve the people of Cape Town in the event.

By attracting top global elite runners this event will be elevated to achieve international status – which will form part of the broader plan to position Cape Town as “the events capitol of the world,” mayor Patricia de Lille explained why the city agreed to partner with the event. “The route will offer spectacular views of the city and the prize money will attract the world’s top runners.” In order to achieve their objective of  achieving bronze status after the first year, the marathon will have to attract a strong international field and they hope to attract a field of 30 000 runners within the first few years.
Cape Town mayor Patricia de Lille explained why the city became a partner of the marathon event.

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