The New York City Marathon is more than just a race; it’s a cultural phenomenon that has captivated the hearts of runners and spectators for decades. In recent years, Mastercard has made its mark on this iconic event by partnering with small businesses and empowering runners to achieve their goals. Through a multi-pronged approach that includes virtual training sessions, exclusive experiences, and support for local businesses, Mastercard has demonstrated its commitment to fostering collaboration and growth within the running community.
Mastercard and the New York Road Runners: A Winning Partnership
Mastercard’s involvement with the New York City Marathon began in 2020 when the nonprofit group, New York Road Runners (NYRR), added the brand as a sponsor. Since then, Mastercard has continuously sought innovative ways to enhance the marathon experience for cardholders, small business partners, and spectators alike. By leveraging its resources and expertise, Mastercard has successfully positioned itself as a leader in supporting the running community.
Small Business Support: Going the Extra Mile
One of the key pillars of Mastercard’s involvement in the New York City Marathon is its focus on supporting small businesses. As the marathon passes through thousands of local establishments, Mastercard recognizes the role these businesses play in the community and aims to acknowledge, recognize, and support them.
To achieve this, Mastercard has partnered with Citizens to create a Small Business Boulevard at the Marathon Expo. This initiative allows fans to not only make signs to support runners but also shop at local businesses from the city. By highlighting storefronts such as Brooklyn Tea, ANYBAG, and Effie’s Paper, Mastercard aims to promote the vibrancy and diversity of small businesses in the area.
Moreover, Mastercard has gone beyond mere visibility and mentorship by providing small business owners with access to its Digital Doors 2.0 toolkit. This toolkit equips businesses with the necessary resources and strategies to thrive in today’s digital landscape. By empowering small businesses in this way, Mastercard demonstrates its commitment to their long-term success.
Shalane Flanagan: A Legend and Coach
One of the standout features of Mastercard’s involvement in the New York City Marathon is its partnership with Shalane Flanagan, an Olympic medalist and accomplished distance runner. Flanagan, who made history in 2017 by becoming the first U.S. woman to win the marathon in 40 years, now serves as a coach and mentor to Mastercard cardholders.
Flanagan’s virtual training sessions provide valuable insights and guidance for marathon runners, drawing on her years of experience as a competitive athlete. By offering this exclusive opportunity, Mastercard helps runners overcome the challenges of training and race day preparation.
The Priceless Start: A Unique Experience
As part of its commitment to the running community, Mastercard has introduced the Priceless Start, an exclusive experience for 25 marathon-running cardholders. This initiative allows participants to kick off the race alongside Shalane Flanagan at the Verrazzano-Narrows Bridge, giving them a once-in-a-lifetime opportunity to run alongside a legend.
Originally, the Priceless Start was not designed for Flanagan to participate as a runner. However, due to her passion for the event, Mastercard allowed her to indulge in the experience and be part of the actual race. This gesture exemplifies Mastercard’s dedication to creating unforgettable moments for runners and showcasing their commitment to the marathon.
Creating an Engaging Spectator Experience
In addition to its support for runners and small businesses, Mastercard is dedicated to elevating the spectator experience during the New York City Marathon. To achieve this, the brand has implemented various initiatives that encourage fans to get involved and show their support.
One such initiative is the setup of “Cheer Zones” along Mile 8 and Mile 16, where Mastercard provides free swag and reserved seating for spectators. These designated areas create a vibrant atmosphere and offer fans a chance to cheer on the runners. Additionally, cardholders who prefer to wait at the finish area in Central Park are provided with 10,000 free earpiece radios tuned to the WABC-TV/ESPN2 broadcast for real-time race updates.
Mastercard’s integration into the race is paramount in enhancing the spectator experience and fostering a sense of community.
See first source: Adweek
FAQ
1. How did Mastercard become involved with the New York City Marathon?
Mastercard’s collaboration with the New York City Marathon started in 2020 when the nonprofit organization New York Road Runners (NYRR) welcomed the brand as a sponsor. Since then, Mastercard has continually sought innovative ways to enhance the marathon experience.
2. What is Mastercard’s primary focus concerning support for small businesses during the marathon?
A significant pillar of Mastercard’s involvement in the New York City Marathon is its dedication to supporting small businesses. Acknowledging the vital role these businesses play in the community, Mastercard has partnered with Citizens to establish a Small Business Boulevard at the Marathon Expo. This initiative enables fans not only to create signs to cheer on the runners but also to shop at local businesses throughout the city. Notable storefronts such as Brooklyn Tea, ANYBAG, and Effie’s Paper are highlighted to promote the diversity and vitality of small businesses in the area. Furthermore, Mastercard goes beyond visibility by equipping small business owners with its Digital Doors 2.0 toolkit, providing essential resources and strategies to thrive in the digital era, reaffirming its commitment to their long-term success.
3. Who is Shalane Flanagan, and how does she contribute to Mastercard’s involvement in the marathon?
Shalane Flanagan, an Olympic medalist and accomplished distance runner, is a prominent figure in Mastercard’s partnership with the New York City Marathon. After her historic victory in 2017, becoming the first U.S. woman to win the marathon in 40 years, Flanagan now serves as a coach and mentor to Mastercard cardholders. Her virtual training sessions offer valuable insights and guidance, drawing from her extensive experience as a competitive athlete. By providing this exclusive opportunity, Mastercard assists runners in overcoming training challenges and preparing for race day.
4. What is the Priceless Start, and how is Shalane Flanagan involved in it?
The Priceless Start is an exclusive experience designed for 25 marathon-running Mastercard cardholders. This initiative allows participants to commence the race alongside Shalane Flanagan at the Verrazzano-Narrows Bridge. It provides a unique opportunity for runners to share the course with a legendary athlete. While the Priceless Start was initially not intended for Flanagan’s participation as a runner, Mastercard’s decision to include her reflects their commitment to creating unforgettable moments for runners and showcasing their dedication to the marathon.
5. How does Mastercard enhance the spectator experience during the New York City Marathon?
Mastercard is dedicated to enriching the spectator experience throughout the New York City Marathon. They create “Cheer Zones” at Mile 8 and Mile 16, offering free swag and reserved seating for spectators. These designated areas foster a vibrant atmosphere and provide fans with an opportunity to cheer on the runners. Additionally, cardholders waiting at the finish area in Central Park receive 10,000 free earpiece radios tuned to the WABC-TV/ESPN2 broadcast for real-time race updates. Mastercard’s integration into the race contributes significantly to enhancing the spectator experience and fostering a sense of community.
6. How does Mastercard position itself as a leader in supporting the running community through its involvement in the New York City Marathon?
Mastercard’s multi-pronged approach, encompassing support for small businesses, coaching by Shalane Flanagan, exclusive experiences, and spectator engagement initiatives, showcases its commitment to fostering collaboration and growth within the running community. This comprehensive involvement solidifies Mastercard’s leadership role in supporting and enhancing the marathon experience.
Featured Image Credit: Photo by Spencer Imbrock; Unsplash – Thank you!
