Honda is title sponsor of L.A. Marathon with multimillion-dollar deal

By Lance Pugmire

The Los Angeles Marathon, preparing for its new Stadium to the Sea course and a sellout field of 25,000 entrants, announced Tuesday that it had landed a three-year title sponsorship deal with Honda.

Marathon and Honda officials declined to reveal financial terms.

The auto giant negotiated a "multifaceted" deal "for millions of dollars," according to marathon President Russ Pillar, to create the Honda Los Angeles Marathon -- the first title sponsor in the marathon's 25-year history -- and boost the event's ambition to stamp itself "as a destination race for international participants," Pillar said.

Winners will receive a new Honda vehicle, and the deal also features yet-to-be-announced charitable, community-service and marketing components, Pillar said.

"This year's marathon will be more successful than any in our history," Pillar said. "To secure this significant financial commitment from a title sponsor that stands as one of Southern California's top corporations, it's a validation about what we are accomplishing and what this event's impact is on Southern California."

This year's new course, which will start at Dodger Stadium and end overlooking the Pacific Ocean near Santa Monica Pier, passing through Los Angeles, West Hollywood, Beverly Hills and Santa Monica on the way, has drawn thousands paying the $125 entry fee, Pillar said, and the marathon will cap the field at a sellout figure of 25,000.

"It's going to be great for the runners and the spectators. To see the icons of L.A. on this new route will make the race all the more interesting and enjoyable for everybody involved," American Honda Motor Co. spokesman Erik Widen said.

Honda has served as a presenting sponsor of the race since 1995. Company officials cited the marathon's new ownership, led by Dodgers owner Frank McCourt, the course change and the growing interest in an event "that brings the entire community together," for its decision to increase its investment.

"We have a string belief in the event and where it's heading," Widen said.

Honda's role will include a pre-race expo, celebrations at neighborhoods throughout the race and a finish-line festival at the beach. A philanthropic element will be disclosed in coming weeks, the Honda spokesman said.