The third Sunday of 2025, January 19, will mark the 20th edition of the Tata Mumbai Marathon (TMM). The well-known marathon will kick-start from the Chhatrapati Shivaji Maharaj Terminus.
The momentous marathon graced its first edition in 2004 it has been a prominent date in a runner’s calendar since then. The registration for the marathon commenced on August 14, 2024, at 7 AM IST. Procam International has been organizing the event for the past two decades.
The marathon doesn’t just provide a pathway for runners to grace the track but also allows brands to sprint to gain the attention of the people involved. The 19th TMM consisted of more than 59,000 runners, on-ground and virtually.
Considering the amount of eyeballs the marathon garners, the property has become a stupendous opportunity for brands to get in front of an audience. As per Vivek Singh, Joint Managing Director of Procam International, brands’ interest in the marathon has enhanced extensively since the beginning of the event.
Fast&Up, Vida, ASICS, IDFC First Bank, Vendanta, Bisleri, TCS, Tata.ev and Tata Sons have been signed up as sponsors for the forthcoming edition of the TMM.
SportsMint Media received an esteemed opportunity to conduct an exclusive interaction with Mr Saurabh Sharma, Director Marketing, ASICS India.
1. How does ASICS view investing in the Tata Mumbai Marathon from a sponsor’s perspective?
When we entered the Indian market, we conducted extensive research to understand the needs of Indian runners. The Tata Mumbai Marathon presented an ideal platform to connect with this community. We wanted to establish a strong presence in India and be associated with a premier running event.
Our partnership has provided numerous benefits. It has allowed us to showcase our products and technology to a large audience of runners, foster relationships within the running community, and enhance our brand image.
2. With the 20th anniversary of the marathon approaching, what are ASICS’ plans to capitalize on the increased number of participants?
Our campaign for the Tata Mumbai Marathon will begin in October, focusing on reaching potential customers who are training for the event. We’ve created a special edition shoe and T-shirt for the 20th anniversary, incorporating elements of the marathon to appeal to enthusiasts.
3. ASICS is associated with marathons in other parts of the world. Are there plans to expand its partnerships to other international events?
ASICS is committed to supporting the running community globally. We are involved in several major marathons worldwide, including the Gold Coast Marathon in Australia, the Paris Marathon, and the Tokyo Marathon. We constantly explore opportunities to expand our partnerships and reach a wider audience.
4. How does ASICS cater to the diverse needs of runners participating in the marathon, from beginners to elite athletes?
We strive to meet the needs of all runners, from seasoned marathoners to first-time participants. Our product lineup includes options for various running styles, distances, and goals. For example, we offer shoes with different levels of cushioning, stability, and responsiveness.
5. In light of unfortunate incidents at previous marathons, what measures does ASICS take to ensure the safety of runners?
We encourage all runners to train adequately before participating in the marathon. Our ASICS Running Club provides structured training programs and support throughout the year. By emphasizing proper training and preparation, we aim to reduce the risk of injuries and ensure a safe running experience.
6. The recent Olympics showcased interest in niche sports. Are there any plans to partner with organizations involved in archery, pistol shooting, or other sports?
While our primary focus is running, we are open to exploring opportunities in other sports. We have already partnered with athletes in various disciplines, including Rohan Bopanna (tennis), Sumit Nagal (tennis), Manpreet Singh (hockey), and Anthin Pangal (wrestling). As we expand our presence in India, we will consider partnering with athletes and organizations in other sports.
7. What is the difference between partnering with an athlete and partnering with a competition as a whole?
Partnering with a competition like the Tata Mumbai Marathon allows us to reach a broader audience of runners. This helps us promote our brand and showcase our products directly to potential customers. Partnering with individual athletes, on the other hand, allows us to target specific demographics and highlight our support for athletes at a personal level.