Dodge Gets Racy With The 'Rock 'n' Roll Marathon'

June 3, 2010
Dodge Logo

Dodge Logo

2010 Dodge Challenger

2010 Dodge Challenger

Earlier this week, Chrysler premiered a racy new logo for its Dodge family of vehicles -- one designed to reinforce the image of Dodge as a youthful, performance-driven brand. Now, Dodge has announced its sponsorship of the popular "Rock 'n' Roll" series of marathons, which draw upwards of 300,000 participants at events across the U.S. We say: nice move.

The sponsorship officially kicks off late this summer, with the awkwardly titled "Dodge Rock 'n' Roll Virginia Beach Half Marathon Presented by SunTrust", taking place over Labor Day weekend. That'll be followed by events in Philadelphia, Denver, Los Angeles, San Diego, Seattle, and San Jose. Depending on the timing, other sponsorship commitments, and, of course, market demographics, Dodge will either be the title sponsor of those events, or their "Official Automotive Partner" and "Official Vehicle".

Ralph Gilles, president and CEO of Dodge, issued a short statement about the arrangement: "This sponsorship gives Dodge an opportunity to connect with our customers one-on-one, not only as a sponsor, but as a participant. Many of our Dodge team members, including myself, are training for the Dodge Rock 'n' Roll Virginia Beach Half Marathon. These runners are living their lives to the fullest, and we're amped to be part of their experience."

We might not have chosen the word "amped", but we get the picture. And frankly, we think the Rock 'n' Roll Marathons are a great match for Dodge: they're usually fun and lighthearted, with many competitors dressing in costume (hey, it's still rock 'n' roll, right?). They draw a crowd that's typically young, or at least young at heart, and those are exactly the sort of folks who might be interested in rides like the 2010 Dodge Challenger. And at the end of the day, people are going to walk away from Rock 'n' Roll events having had a lot of fun. For Dodge to be associated with those memories is a very good thing, indeed.

For more details, check out runrocknroll.com or skim the official press release below.

* * * * *

The Dodge Brand Races in as Sponsor of 'Rock 'n' Roll Marathon' Events for 2010, 2011

AUBURN HILLS, Mich., June 2 /PRNewswire/ --

  • 2010 title sponsor of Dodge Rock 'n' Roll Virginia Beach Half Marathon Presented by SunTrust
  • 2010 'Official Automotive Partner' and 'Official Vehicle' for Philadelphia, Denver and Los Angeles Rock 'n' Roll Marathons series events 
  • 2011 title sponsor of Dodge Rock 'n' Roll Marathon events in San Diego, Seattle, Virginia Beach, San Jose and Los Angeles
  • 'Official Automotive Partner' and 'Official Vehicle' of 2011 Rock 'n' Roll Marathons
  • Dodge will reach runners with an integrated marketing and social media campaign, as well as interactive mobile experience

On "National Running Day," the Dodge Brand today is going the distance by joining runners across the country as it announces a partnership with premier endurance sports media and event platform Competitor Group Inc. (CGI) to sponsor Rock 'n' Roll marathon series in the 2010 and 2011 calendar years. The sponsorship kicks off with Dodge as the title sponsor of the Rock 'n' Roll half marathon in Virginia Beach, Va. on Sunday, Sept. 5 and the brand is committed to the series of marathons and half marathons throughout the 2011 calendar year. As the title sponsor of the half marathon in Virginia Beach, the event is officially named "Dodge Rock 'n' Roll Virginia Beach Half Marathon Presented by SunTrust." The race takes place on Sunday, Sept. 5, Labor Day weekend, which also marks the 10th anniversary of the Virginia Beach Half Marathon. Some 20,000 marathon runners and walkers are expected to participate.

The 2010 sponsorship agreement includes Dodge as the 2010 "Official Automotive Partner" and "Official Vehicle" of the Rock 'n' Roll Philadelphia Half Marathon (Sept. 17-19), Rock 'n' Roll Denver Marathon and Half Marathon (Oct. 15-17) and Rock 'n' Roll Los Angeles Half Marathon (Oct. 22-24).

Starting in 2011, Dodge will be the title sponsor of the Rock 'n' Roll events in San Diego, Seattle, Virginia Beach, San Jose and Los Angeles. The 2011 partnership includes the Dodge Brand being the "Official Automotive Partner" and "Official Vehicle" of all other 2011 Rock 'n' Roll Marathons.

"Running is a fun, energetic and healthy sport that reflects many of our own brand values," said Ralph Gilles, President and CEO, Dodge Brand, Chrysler Group LLC. "This sponsorship gives Dodge an opportunity to connect with our customers one-on-one, not only as a sponsor, but as a participant. Many of our Dodge team members, including myself, are training for the Dodge Rock 'n' Roll Virginia Beach Half Marathon. These runners are living their lives to the fullest, and we're amped to be part of their experience."

The series of marathons and half marathons revolutionized the running industry in 1998 with the launch of the Rock 'n' Roll Marathon in San Diego, which combined entertainment and running in an unprecedented way. Bands stationed at every mile of the race keep runners and walkers energized, engaged and entertained. With more than 300,000 runners participating at 14 events across the nation, it is the largest and most widely attended marathon series in the world.

"With the Dodge Brand's commitment to innovation, extensive dealer network and ability to bring fresh eyes to the industry, we couldn't be more excited to team with them as we present the world's premier series of running events," said Peter Englehart, CEO of CGI. "Establishing this sponsorship is further evidence that a new era of running is upon us, and we anticipate that this will be a long-lasting and multi-faceted partnership for many years to come."

With an integrated marketing and social media campaign, Dodge will reach runners through the event's two-day Health & Fitness Expo, as well as an interactive mobile experience. Dodge also will have a digital presence online at runrocknroll.com. Visit www.redletterdodge.com for more information, and follow frequent Dodge Brand updates on Twitter (@dodge) and www.facebook.com/dodge.

[PRNewswire, runrocknroll]

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