CMA ANNOUNCES SECOND NEW MAJOR SPONSORSHIP THIS MONTH
The Comrades Marathon Association today announced its second new major sponsorship deal within two weeks.
Flora, the naming rights sponsor of the world’s largest and most prestigious standard marathon, the Flora London Marathon, has joined the ranks of five other major sponsors associated with the world’s largest and most prestigious ultra-marathon, the Comrades Marathon.
Flora is a product of Unilever Bestfoods Robertsons, a leading FMCG company, and the acquisition of an association with the Comrades Marathon is strategically in line with Flora’s global positioning, as official sponsors of both the London and Sydney Marathons. As a brand identified with health consciousness and a fitness-orientated lifestyle, it is a logical and natural product for association with the sport of road running.
“We intend to make every success of our sponsorship opportunity in SA”, said the Flora Brand Manager, Claire Wilson. “The Comrades Marathon presents an obvious brand fit, in line with Flora’s quest to help people live a heart-healthy lifestyle. With statistics of over 5 million South Africans estimated to have elevated cholesterol levels, we hope to highlight that being at your peak physical fitness does not necessarily translate into a heart-healthy lifestyle. There are runners who may have high cholesterol or are at risk of heart disease and may not know it”.
In terms of their sponsorship package, Flora have acquired rights to brand the Flora Last Mile on the run-in to the finish of the world famous ultra-marathon, as well as naming rights to the Comrades Marathon expo which will be known as the Flora Comrades Experience.
Plans for festivities along the Flora Last Mile are yet to be finalised, but it is almost certain that the route will be lined with sunflowers and that “sunflowers” will replace the roses which have traditionally been handed to every woman finisher.
The Flora Comrades Experience which will be held at the Durban Exhibition Centre for three days preceding the Comrades Marathon (Sunday, 13th June to Tuesday, 15th June 2004) is recognised as one of the most successful sporting exhibitions of its kind. This year’s expo promises to be bigger, better and more exciting than ever before, featuring up to 100 stands, live entertainment, and loads of interactive activities. It is the main registration point for the 15 000 runners who will participate in the race. However, it is open (free of charge) to the public and will be visited by up to 100 000 over the three day period. It is a MUST for anyone with even a passing interest in the sport of road running, nutrition, fitness or the pursuit of a healthy lifestyle.
COMRADES MARATHON MEDIA RELEASE 8/2004
Statement Released: Tuesday, 25 February 2004 go back to previous page
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