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

June 3, 2010
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Dodge Logo

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2010 Dodge Challenger

2010 Dodge Challenger

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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 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.

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