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Richmond race sings a new tune

David Larter March 23, 2012 1

Richmond’s marathon has a new name and a new corporate sponsor.

Sports Backers announced Thursday that Anthem Blue Cross and Blue Shield would take the reins from SunTrust, which sponsored the race for the past 14 years.

“SunTrust ended their relationship with us after last year’s race,” said Jon Lugbill, executive director of Sports Backers. “Anthem was the first company we thought of. They fit well with our overall goal of making the community more physically active.”

The November race will be known as the Anthem Richmond Marathon.

Anthem sponsors several other events, including Sports Backers’ flagship Monument Avenue 10k race, Lugbill said.

Lugbill wouldn’t say how much the sponsorship costs.

The race’s finish line has been moved from Shockoe Slip to Brown’s Island on the riverfront.

Lugbill said the move gave the organizers more room to hold a post-race festival.

Read more about Sports Backers’ growing presence Monday, when BizSense chats with Jon Lugbill.


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One Comment »

  1. Bruce Anderson March 23, 2012 at 8:32 am - Reply

    Well that all makes sense. A series of good moves all around and a great event gets even better.

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