The race, which will take place on 10 December, will now be called the Zurich Malaga Marathon.
Zurich Spain has become the main sponsor of the Malaga Marathon through an agreement signed today by the company and the Atresmedia Communications Group, which is organising this event for the first time. The agreement is for two years and includes an option for extending for another two. The run will now be called the Zurich Malaga Marathon and will next be held on 10 December with a target entry of 6,000 runners.
The first kilometres of the marathon cover the Palmeral de las Sorpresas, Muelle Uno and Paseo de la Farola, which is celebrating its 200th anniversary and is being integrated into the marathon imagery.
The starting and finishing line for the 2017 Zurich Malaga Marathon will be on the central Paseo del Parque, opposite Malaga Town Hall, and the route will go through the main areas of the city including—in chronological order—Alameda Principal and Avenida de Andalucía, Paseo Marítimo Antonio Machado. It will also run along Paseo de la Farola, Paseo Marítimo Pablo Ruiz Picasso, Paseo de los Curas, Calle Pacífico, the sporting area – passing through the Ciudad de Málaga Stadium and close by the Jose Maria Martin Carpena Arena, Avenida Europa and La Rosaleda Football Stadium, Plaza del Obispo and Calle Marqués de Larios, which will again delight participants over the final kilometres.
The presentation was presided by the Minister for Sports and Youth from Malaga City Council – Elisa Pérez de Siles, the Head of Atresmedia Events – Pablo López Barajas, the Head of Marketing and Communications for Zurich Spain – Silvia Heras and the athletes Martín Fiz (world marathon champion) and Abel Antón (twice-world marathon champion).
This new sponsorship agreement strengthens Zurich Spain’s commitment to running. Its activity in this area began in 2012 as the main sponsors of the Zurich Barcelona Marathon and later extended to the Zurich Seville Marathon in 2015 and the Zurich Donostia San Sebastián Marathon in 2017. In addition, Zurich Spain sponsors other fun runs, such as the Barcelona Half Marathon and the Carrera de la Mujer (Women’s Run), which is held in eight Spanish cities and expects to see more than 124,000 women participating this year.
Growing commitment to running
Its active role in the area of sports sponsorship has put Zurich Spain amongst the Top Five insurance companies sponsoring sporting events, according to the Insurance Sector Sponsorship Report drawn up by Havas Sports & Entertainment. With the inclusion of the Zurich Malaga Marathon, Zurich Spain will be sponsoring seven races related to the Spanish world of sport and is still looking at new options to continue in this line of engaging and approaching the end customer.
For Zurich Spain, sponsoring races is much more than a way to gain brand visibility and reputation. “We began sponsoring running events six years ago because we fully identified with the spirit of the runners: the importance of being prepared, the culture of effort, the desire for personal improvement, perseverance… All of these components are integrated into our corporate culture. We are also committed to promoting a healthier lifestyle amongst our collaborators and clients,” explains Silvia Heras, Head of Marketing and Communications for Zurich Spain.