For the first time, New York Road Runners in 2012 will give partners the opportunity to use entries in the ING New York City Marathon for their sweepstakes promotions.
“Our partners have wanted to do it for a long time,” said Mary Wittenberg, president and CEO of NYRR, in the July 16-22 edition of Sports Business Journal, calling the new program another way to build excitement for the race.
The pilot program, called “Golden Ticket,” is likely to include approximately 30 spots for the 2012 race. So far, the promotion includes L’Equipe, Nissan, Timex, ASICS, and Foot Locker.
The first week Nissan’s two-week promotion, part of its “Innovation for Endurance” campaign, got under way on July 16. In addition to entry into the Marathon, one winner each week will receive roundtrip airfare, hotel accommodations, the official race training program, VIP tickets to race weekend activities, weekend transportation in a Nissan vehicle—including a ride to the starting line on November 4—and a Saturday shake-out run with a Nissan-sponsored athlete.
The French newspaper’s contest, which launched on July 6, is called “Win and You’re In,” and is aimed at its online loyalty program. Members take an online quiz on French sports trivia, and winners are entered into the Marathon sweepstakes. A total of eight entries will be awarded in the two-tiered contest for Club L’Equipe Pro and Club L’Equipe Amateur members.
“Running is a brand extension for L’Equipe we hope to have for the future,” François Morinière, CEO of Group L’Equipe, told Sports Business Journal. In 2010, the company launched the L’Equipe 10KM road race in Paris. The ING New York City Marathon sweepstakes, he said, “is a high value for people in France because it is so difficult to get in.”
Details of the Timex, ASICS, and Foot Locker promotions are still being finalized.
“Our races are to our sport what Wimbledon and the Australian, U.S., and French Opens are to tennis, and what the Masters, U.S., and British Opens and PGA Championship are to golf. Each race has the history, the tradition, the honor roll of legendary champions, and a special place in the eyes of all to make them stand apart from the other events.” Mary Wittenberg