The New England Acura Dealers Association (NEADA) has been named the official automotive sponsor of this year’s Boston Marathon, which takes place in the US city on April 18.

The car dealer’s sponsorship will extend to the Boston Half-Marathon and the 5km race. Under the agreement, NEADA will promote the Boston Athletic Association (BAA) through advertising campaigns and community-based initiatives. It will also provide the official pace car for the race itself.

NEADA is also a major sponsor of the Boston Children’s Hospital and has pledged to donate $1m (€918,000) to the centre by November.

“Supporting (the hospital) is a cause close to us – we’re ecstatic that our involvement has led to the opportunity to support the marathon,” Joel Avery, treasurer and general manager of Acura of Peabody, NEADA’s Massachusetts arm, said.

BAA executive director Tom Grilk added: “As our official vehicle provider (NEADA) will not only enhance our races with their top-of-the-line vehicles, but will share our deep commitment to improving the lives of many in the Greater Boston community.”

The Boston Marathon is one of the six World Marathon Majors, along with Chicago and New York in the US, Tokyo (Japan), London (England) and Berlin (Germany).

Source: https://sponsorship.sportbusiness.com/news/boston-marathon-drives-away-with-automotive-partner/