Published on March 28th, 2023
SPORTFIVE Helps Secure Bank of America as New Presenting Partner of Boston Marathon
Global Sports Marketing Agency SPORTFIVE Brings Together Boston Athletic Association and Bank of America beginning in 2024.
SPORTFIVE served as the B.A.A.’s exclusive agency to identify and secure the primary sponsor of the race, leveraging its extensive market intelligence, reach, and global sales network in pursuit of the ideal brand partner. The agency has worked with the Boston Athletic Association for over 30 years in every aspect of the Boston Marathon’s television production, distribution, streaming, archive sales, and as an executive producer of three telecasts of the marathon —local, national, and international.
As part of the partnership, the world’s oldest annual and most historic marathon has teamed up with one of the world’s leading financial institutions on a decade-long agreement, which will extend far beyond the finish line of the annual Patriots’ Day event.
In recognition of the Boston Marathon’s 127-year heritage and iconic stature, Bank of America has elected that the organization’s name will appear after the words “Boston Marathon” in the event’s new official title, beginning in 2024: The Boston Marathon® presented by Bank of America.
We are proud to bring together one of the world’s most historic and prestigious sports events with one of the world’s leading financial institutions.”
Neil Glat, Co-President, Americas for SPORTFIVE
“We are proud to bring together one of the world’s most historic and prestigious sports events with one of the world’s leading financial institutions,” said Neil Glat, Co-President, Americas for SPORTFIVE. “The presenting partner position of this iconic race has not been available for nearly 40 years, so it’s great that a storied brand like Bank of America with shared values and an equal commitment to community as the Boston Athletic Association has partnered to amplify the overall impact of the event.”
In celebration of the announcement, City of Boston Mayor Michelle Wu, and representatives from Bank of America and Boston Athletic Association gathered at Bank of America’s office at 100 Federal Street in Boston on Monday for a ceremonial start to the partnership.
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
About the Boston Athletic Association
Established in 1887, the Boston Athletic Association is a non-profit organization with a mission of promoting a healthy lifestyle through sports, especially running. The B.A.A. manages the Boston Marathon, and supports comprehensive charity, youth, and year-round programming. The Boston Marathon is part of the Abbott World Marathon Majors, along with international marathons in Tokyo, London, Berlin, Chicago, and New York City. Beginning in 2024, Bank of America will serve as the Presenting Partner of the Boston Marathon. The 127th Boston Marathon is scheduled to take place on Monday, April 17, 2023. For more information on the B.A.A., please visit www.baa.org.
Vice President U.S. Communicationscarmine.firstname.lastname@example.org