• Promo, Thursday, November 1, 2007 11:30 AM

The New York Road Runners Club -- which owns the NYC Marathon franchise -- has added six new sponsors this year including Toyota, which will push its eco-friendly Prius and Highlander hybrids. The male and female Marathon winners Sunday will each win a Prius.

New sponsor Andalucia Tourism reflects marathon runners' travel impulses, says Ann Hinegardner, svp of business development and marketing strategy for New York Road Runners. Hugo Boss becomes the official business attire and fragrance for the event, suggesting the affluence of the runners -- with average household incomes of $130,000. Garmin joins the race to promote the Forerunner 50, a high-tech device for runners to track their training sessions. Newcomer Zicam covers the homeopathic analgesic category. And the Robin Hood Foundation, a new non-profit sponsor, will stage a "block party" at the 20th mile to support physical education.

ING, which is in its fifth year as title sponsor, continues its ING Run for Something Better program. Launched in 2004, the initiative funds community and school-based running programs in the markets where ING sponsors running events.

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