Starting in 2024 the Boston Marathon will have a new primary sponsor for the first time since 1985

Following a months-long search, the Boston Athletic Association announced Monday that Bank of America will become the new presenting sponsor of the historic annual race. The announcement launches a decade-long agreement between the B.A.A. and the major bank.

"We are super excited for the city of Boston, for our sport of running to be partnering with Bank of America beginning in 2024, for not only the Boston Marathon, but everything that the Boston Athletic Association does," said Jack Fleming, President and CEO of the B.A.A.

Bank of America will replace John Hancock, which is sponsoring the Boston Marathon for the last time on April 17. 

"When we saw that John Hancock was going to move on -- and they've been an incredible partner for the B.A.A. -- we jumped at the opportunity," said Miceal Chamberlain, Bank of America's president for Massachusetts and national regional executive for global commercial banking. "From our CEO, Brian Moynihan, on down, we said this is one of those once-in-a-lifetime (opportunities) to partner and align with an organization that has similar values and purposes and wants to do well in the community."

The bank is also the title sponsor of the Bank of America Chicago Marathon but unlike that arrangement, the bank and B.A.A. agreed to put the sponsorship after the name of the race. Accordingly, starting in 2024, the full title of the event will be "The Boston Marathon presented by Bank of America."

"We want to be there to help shine a brighter light on it. Give it more attention. Our branding, our marketing, we think, can help amplify the message that they've been delivering for over 100 years now," said Chamberlain.

In addition to the sponsorship of the marathon, Bank of America and the B.A.A. said they will work together to grow the Boston Marathon's non-profit, engagement and philanthropic initiatives.

"Bank of America saw the Boston Marathon as something special, something different. And Bank of America saw that we can achieve what we are seeking to do together with the way we are positioned," said Fleming. 

As the new and exclusive local broadcast partner of the Boston Marathon, WCVB Channel 5 will broadcast the race live on Monday, April 17, with the national simulcast airing on ESPN.

posted Monday March 27th