Dodge is going the distance by joining runners across the US as it announces a partnership with endurance sports media and event platform Competitor Group Inc (CGI). Under the new deal, Dodge, as ‘Official Automotive Partner’ and ‘Official Vehicle, will sponsor the Rock ‘n’ Roll marathon series in the 2010 and 2011 calendar years.
The sponsorship kicks off with Dodge as the title sponsor of the Rock ‘n’ Roll half marathon in Virginia Beach on Sunday 5 September and the brand is committed to the series of marathons and half marathons throughout the 2011 calendar year.
As the title sponsor of the half marathon in Virginia Beach, the event is officially named ‘Dodge Rock ‘n’ Roll Virginia Beach Half Marathon Presented by SunTrust.’ The race, which also marks the 10th anniversary of the Virginia Beach Half Marathon, is expected to attract around 20,000 marathon runners and walkers.
"Running is a fun, energetic and healthy sport that reflects many of our own brand values," said Ralph Gilles, President and CEO, Dodge Brand, Chrysler Group LLC. "This sponsorship gives Dodge an opportunity to connect with our customers one-on-one, not only as a sponsor, but as a participant.
“Many of our Dodge team members, including myself, are training for the Dodge Rock ‘n’ Roll Virginia Beach Half Marathon. These runners are living their lives to the fullest, and we’re amped to be part of their experience."
The series of marathons and half marathons revolutionised the running industry in 1998 with the launch of the Rock ‘n’ Roll Marathon in San Diego, which combined entertainment and running in an unprecedented way. Bands stationed at every mile of the race keep runners and walkers energized, engaged and entertained. With more than 300,000 runners participating at 14 events across the US, it is billed as the largest and most widely attended marathon series in the world.
"With the Dodge Brand’s commitment to innovation, extensive dealer network and ability to bring fresh eyes to the industry, we couldn’t be more excited to team with them as we present the world’s premier series of running events," said Peter Englehart, CEO of CGI.
"Establishing this sponsorship is further evidence that a new era of running is upon us, and we anticipate that this will be a long-lasting and multi-faceted partnership for many years to come."
With an integrated marketing and social media campaign, Dodge will reach runners through the event’s two-day Health & Fitness Expo, as well as an interactive mobile experience. Dodge also will have a digital presence online at runrocknroll.com.