Abbott Signs World Marathon Majors Deal

Abbott has become the first-ever title sponsor of the World Marathon Majors race series, comprising of six of the largest marathons in the world – Tokyo, Boston, Virgin Money London, BMW Berlin, Bank of America Chicago and TCS New York City Marathon – which will be renamed the Abbott World Marathon Majors starting in 2015.

Through the global partnership, Abbott aims to activate its new brand line – “Life. To the Fullest.” – as part of communications and branding efforts around each of the races.

Abbott’s race activation will include pre-race expo presence; Abbott employee engagement such as dedicated on-course cheer zones; and event and on-course signage. 

‘Abbott has always been about delivering the enabling power of health so that people – in all places, aspects and stages of life – can achieve more and live not just longer but better,’ said Paul Magill, senior vice president and chief marketing officer, Abbott.

‘Whether you’re stepping out to walk or run your first mile or training to complete a marathon, good health is the starting point for accomplishing your best. This partnership is an important building block for us as we build our corporate identity around the world.’

Hugh Brasher, race director for the Virgin Money London Marathon, added: ‘For more than 35,000 runners, the Virgin Money London Marathon exemplifies the power of good health and determination.’

‘As a runner myself, I am glad to see Abbott, a company that represents health as a means to achieving their very best, supporting this mission.’