The Infront agency has acquired a stake in the Cape Town Marathon, through which it will market media rights and sponsorship packages for the race.
The Cape Town Marathon has become an official candidate to join the World Marathon Majors series of races and also serves as a qualifier for the Age Group World Rankings. The race was awarded the World Athletics Gold label in 2020, becoming the only African marathon to do so.
In acquiring a stake in the property, Infront hopes to help make the Cape Town Marathon a World Marathon Major by 2025. The series currently includes the Berlin, Boston, Chicago, London, New York and Tokyo marathons.
The Cape Town Marathon has been title-sponsored by South African insurance company Sanlam for the past eight years. This year’s race is scheduled to take place on 17 October.
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“While the Sanlam Cape Town Marathon already meets the majority of requirements set by the AbbottWMM, we will continue to make enhancements to the race,” said Francois Pienaar, Chairman of the Cape Town Marathon. “This also includes a new strategic partnership with Infront, the media and marketing specialists who will join us on this exciting journey. We are pulling out all the stops to achieve these goals, and are excited to receive the support from our runners, spectators, sponsors and the city to make this dream a reality.”
“We are happy to become a shareholder of the Sanlam Cape Town Marathon and we fully buy into the ambition to reach AbbottWMM status by 2025,” said Hans-Peter Zurbruegg, Senior Vice-President of Personal and Corporate Fitness at Infront. “This is exciting news for the city of Cape Town, South Africa and Africa. Our direct involvement forms part of our growing ambition to further enter the African market and will both strengthen our relationship with the AbbottWMM as well as support future business opportunities.”
Infront sells commercial rights to the Berlin Marathon and organises the Rome Marathon, along with overseeing all media and sponsorship rights sales to the race.