In Footsteps of Olympics

Taking a cue from the financially successful 1984 Summer Olympic Games in Los Angeles, organizers of the Los Angeles Marathon are hoping that corporate donations of about $1.5 million in advertising will help put the event in the limelight.

William Burke, president of the Los Angeles Marathon Inc., said 17 sponsors and licensees--ranging from Mercedes-Benz of North America to Ronzoni Pasta--have consented to support the event, which is projected to cost about $3 million.

The donated advertising is showing up around the Southland in the form of billboards, bus placards and bread wrappers. Trans World Airlines and Conroy’s florist shops have been sharing billboard space showing a jet-powered, winged running shoe on takeoff and advising runners to pick up their entry forms at Conroy’s. Oroweat bread products have added the marathon logo to their labels, and Coca-Cola and Arrowhead Water have stuck the logo onto their trucks.

The city-sanctioned marathon, whose participants will start and finish running at the Los Angeles Coliseum near the USC, will take place March 9.

It is not coincidental that the Los Angeles Marathon, the first event of its type to be held here, is attempting to follow the financially successful formula of the 1984 Summer Olympic Games by signing exclusive sponsorship and licensing agreements with major corporations. Burke and most of his staff worked on various aspects of the 1984 Olympics, which ended up with a budget surplus of $225 million.

Burke would not disclose the cost of sponsorship of the Los Angeles Marathon, but said it was “substantially less than the New York Marathon.”

The $1.5 million in donated advertising will be used to lure and audience and build publicity for the Los Angeles Marathon, which hopes to rival the annual city-sanctioned marathons in New York, Chicago and Boston.

“People who sell high-ticket items want to advertise to this audience” of marathon watchers, said Burke. “This is a citywide event, and I want everybody involved in all parts of the community.”