The importance of leveraging sponsorships

"This year's strategy includes supporting 10 black women athletes, [whom] we call grassroots runners. We enable their dream with financial and logistical assistance. This human interest story usually elicits quite a lot of media interest."

Imperial supplies the transport backup on the day and provides vehicles to the press, as well as deploying roughly 120 luxury buses along the route so staff volunteers can encourage stamina among those who are faltering and rescue those who can't take another step. Jones says, "This creates immeasurable goodwill among 12 000 runners and their families."

Challenge is coming up with something new

"If you have been sponsoring the same sporting event for long as we have, the big challenge is coming up with something new as an incentive to the runners. We have given away cars and cash prizes in the past. This year, we are giving away a reward we think would be coveted by anyone serious about running - a trip to the States in November to experience on of the world's greatest races - the 37th New York Marathon."

Just as important to Imperial, however, are the millions of supporters who line the streets and watch from their armchairs. Imperial draws them in each year by holding a competition to win a car.

Jones says ambush marketing can be a problem, bringing up of the time Nike painted black ticks on each runner's face even though Reebok was the paying sponsor. "It's just one of those things that bona fide sponsors have to put up with."

Value of sponsorships?

And what value do sponsorships add to any business? "In terms of our sponsorship, the value was probably greater back in 1980's because we were the only sponsor and now we are diluted by another four major ones. But we are exposing the Imperial brand to our target audience in an event that captures the nation like no other sporting event and we believe the fit is right."