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Marty’s Marketing Minutia

Nissan Leaf leads the NY Marathon.

by on Nov.09, 2010

The Nissan Leaf sets the pace for the NY Marathon - and begins its own competitive race.

Millennia ago when historians say Pheidippides ran 26+ miles from the battlefield of Marathon to Athens to announce the Persians had been defeated in an epic battle, who would have imagined it could become the precursor of a business model metaphor: who would defeat whom to win the alternate fuels automobile marathon?

But Sunday, an all-electric Nissan Leaf, the first to market of a modern all-electric car would set the course for the 44,344 men and women participating in Sunday’s IMG New York Marathon throughout the five boroughs, a 26.2-mile course. There is something more than PR-puffery when a totally new four-wheel vehicle leads the way for an ancient foot race, isn’t there?

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The Leaf was one of the many corporate sponsors of the annual event according to Media Post Publications which noted there are 31 sponsors this year — up from 27 in 2009 — with most engaged in multi-year, multi-million deals from two to five years in duration.

“The New York City Marathon might take place on the streets of the Big Apple, but brands vying for pole position are looking for both local and national activation,” said Ann Wells Crandall, SVP of business development for the New York Road Runners Club (NYRRC).