• January 26, 2010

American Honda is sponsoring the Los Angeles Marathon, the Silver Anniversary of which takes place on March 21. The three-year deal gives the Torrance, Calif.-based automaker something no other sponsor has had in the race's quarter-century history: title sponsorship. Honda's involvement in the newly named "Honda Los Angeles Marathon" includes charitable, community service and marketing components. Honda has been a presenting sponsor of the marathon since 1995.

For the first time, this year's "Stadium to the Sea" race course will begin at Dodger Stadium and finish overlooking the Pacific Ocean near the Santa Monica Pier, passing through the cities of Los Angeles, West Hollywood, Beverly Hills and Santa Monica.

In addition to naming rights for the 2010, 2011 and 2012 Honda L.A. Marathon, race organizers' agreement with Honda includes a presence at the pre-race Expo, at celebrations that will be held in neighborhoods throughout the course, and at a finish line festival at the beach, next to the Santa Monica Pier. The agreement also includes signage, advertising and a digital media presence.

As in years past, both the male and female winners of the Honda L.A. Marathon will receive a new Honda automobile in addition to the cash prize. --Karl Greenberg