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Boston Athletic Association and SPORTFIVE Partner in Pursuit of Boston Marathon’s Next Primary Sponsor

Global sports marketing agency to support B.A.A. in the Marathon’s first primary sponsor search since 1985


BOSTON and NEW YORK (December 12, 2022) – The Boston Athletic Association (B.A.A.) has announced that global sports marketing agency SPORTFIVE is leading its search for the Boston Marathon’s next primary sponsor, beginning with the 2024 running of the prestigious race. The Boston Marathon is the world’s oldest annual marathon and is considered the world’s most historic road race.


As part of the partnership, SPORTFIVE will serve as the B.A.A.’s exclusive agency to identify and secure the next primary sponsor, leveraging its extensive market intelligence, reach and global sales network in pursuit of the ideal brand partner.


Jack Fleming, President and Chief Executive Officer of the B.A.A., said: “We look forward to a new and exciting era in Boston Marathon history as we partner with an organization which shares our vision of providing memorable athletic experiences for runners, spectators, and the community. The Boston Marathon is more than just a road race – it is a community experience that we enthusiastically look forward to sharing with our next primary partner thanks to the efforts of the team at SPORTFIVE.”


The Boston Marathon is traditionally run on Patriots’ Day, the third Monday in April, and is broadcast live in more than 200 countries worldwide. SPORTFIVE 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. The 127th running of the Boston Marathon on April 17, 2023, will be the final race for John Hancock, who has served as principal sponsor since 1986.


“The Boston Marathon is one of the most historic and prestigious sporting events in the world and we’re proud to deepen our relationship with the Boston Athletic Association to help find the race’s next primary sponsor,” said Neil Glat, Co-President, Americas for SPORTFIVE. “The third Monday in April is a holiday on the global sports calendar, and this partnership is an exciting sponsorship opportunity for the right brand and one that has not been available in nearly two generations.”


The Boston Marathon has distinguished itself as the pinnacle of road racing by virtue of its heritage, longevity, and qualifying standards. More than 30,000 participants compete in the B.A.A.’s signature event each year, hailing from all 50 U.S. states and more than 100 countries. Beyond world-class competition at the front of the field –featuring Olympians, Paralympians, national record holders, and global medalists—the Boston Marathon annually raises upwards of $40 million for non-profit organizations, and has an estimated economic impact of $200 million on the Greater Boston community.


As one of the six Abbott World Marathon Majors, the Boston Marathon is recognized for being a global leader in the sport of road racing. Among its storied history, the Boston Marathon was the first major marathon to welcome wheelchair participants, feature Para Athletics Divisions, and is a pioneer in the women’s running movement. It has played host to a myriad of memorable finishes and milestone races, and counts five Olympic marathon gold medalists among its illustrious list of champions. Thousands of runners from around the world annually aim to earn their Boston Marathon qualifying time (better known as a ‘BQ’) with hopes of toeing the starting line in Hopkinton for a chance to earn the coveted unicorn finisher medal upon reaching the finish on Boylston Street in downtown Boston.


SPORTFIVE has an experienced and robust international workforce providing cutting edge services to sports rightsholders around the world. The agency manages rights and delivers premium events across more than 30 different sports, some of which include Atletico Madrid, Borussia Dortmund, the Bundesliga, English Football Association (FA), English Premier League, Flamengo, Kansas City Chiefs, Los Angeles Dodgers, Los Angeles Lakers, LPGA, New York Knicks, New York Jets, and PGA TOUR, among many others. On average, SPORTFIVE generates over $1 billion in gross sales per year, on behalf of its valued rightsholder clients.



The Boston Athletic Association (B.A.A.) is a non-profit organization with a mission to promote a healthy lifestyle through sports, especially running. The B.A.A. is committed to a world where all people can access and benefit from running and an active lifestyle. The B.A.A. advances its mission and vision in a variety of ways, such as organizing mass-participatory running events like the Boston Marathon, creating or supporting community fitness events, and sponsoring a running club that serves the greater Boston area. 


The B.A.A. believes that everyone—no matter their race, gender, or background—should be able to advance their well-being safely and without fear or discrimination of any kind. The organization is committed to fostering a workplace and community that is diverse, equitable, inclusive and promotes a sense of belonging for all. To learn more about the B.A.A., please click here.



SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and vast global reach, digital intelligence, and innovation. SPORTFIVE strategically and creatively connects brands, rights-holders, media platforms and fans to create and enable meaningful partnerships in sports.


While creating and growing long-term value for all, SPORTFIVE often leads the business of sports into the future with innovative digital solutions and strives to be the most progressive and respected partner in sports.


In the U.S., SPORTFIVE provides comprehensive marketing services to prominent professional sports teams and leagues, blue-chip brands in sports and entertainment, and leading media outlets. The agency offers global, industry-spanning expertise in commercial sales, digital, esports and gaming, golf talent representation and event management, and media, and specializes in brand consulting and experiential marketing and production.


SPORTFIVE operates with a global mindset and network of more than 1,200 local experts based in 15 countries around the world, and is active in Baseball, Basketball, Esports, Football, Golf, Handball, Motorsport, Soccer, Tennis, Hockey, Track & Field, and many more. For more information please visit SPORTFIVE’s website, content hub, and social profiles.