reek legend has it that Pheidippides ran 25 miles from Marathon to Athens in 490 BC to announce the victory of the Athenians over the Persian army. The runner himself would have never imagined that it would lead to a new category in athletics sports - or that the event would attract sponsors in droves. But brand associations do come in various garbs. From associating with movie promotions to air shows, marketers have always scouted for new opportunities to showcase their brands. Going by the media frenzy that had surrounded the Mumbai Marathon (The Brand Reporter, February 1-15, 2005), many media planners and buyers believe that marathons are the latest craze. It is the turn of Delhi, which got to host its own marathon recently. But how does it exactly work?

First is the dimension. A marathon in this case is not the event which is part of an athletics meet like the Olympics. It is one that is usually held in - and associated with - cities (for example, the London Marathon) with public participation too. Therefore, what distinguishes a marathon from other sports is its size and the scale of participation. Jyoti Kumar Bansal, vice president, Media Planning Group (MPG), tries to explain the rationale behind the growing popularity of this sport. "Marathons offer a platform to create an event on a mass scale, something which other events may not be able to offer. With big sponsors and big stars coming in, and the media doing its bit to hype up the concept, the popularity has grown," she says. Which are the brands that should want to be associated with a marathon?... more