Three major brands, Coors Light, Duane Reade and Henkel, have signed on as new sponsors of the ING New York City Marathon, boosting sponsorship revenue 10% over 2004.

Some 30 brands are backing the Nov. 6 event, many of which have renewed for additional years, says Ann Hinegardner, CMO for the New York Road Runners, New York City.

“Running and health is a positive message that [more] corporations want to get behind,” Hinegardner says. “Having sponsors include the marathon logo in their promotions and activating them…is a great example of synergy and a great way to let more and more people know the marathon is coming.”

Coors Light last month rolled out 480,000 ING New York City Marathon-branded commemorative, 16-ounce cans beer to more than 400 bars and retail outlets in the New York City area. Participating bars and retail shops gave out marathon and gear Coors Light giveaways before the race.

“Running is such an elite event,” says Steve Medina, field marketing director, East region, Coors Brewing Co. “[We wanted] to make some of our packaging reflect the fun and energy of the ING New York City Marathon. It's a good fit for us.”

Duane Reade has launched a “Marathon of Savings” program offering discounts on select products in its in New York-area stores through Nov. 19. Duane Reade Dollar Rewards cardholders can also earn double points buying participating brands' products and a $5 reward for every 100 points earned on their card.

The pharmacy is also distributing 300,000 marathon guides, which feature a map of the course (noting the 18 Duane Reade stores along the route) plus special discounts and coupons on in-store items.

Henkel, the marathon's official duct tape sponsor, will install sports-themed duct tape sculptures (as in an Asics shoe) along the route. The goal? To show creative uses for duct tape.

In its third year as the marathon's title sponsor, ING has upped its prize pool for female runners by $30,000 to $130,000- — the largest purse in the marathon's history. As part of its continued Run For Something Better program, ING will donate $150,000 to the New York Road Runners Foundation and City Parks Foundation to benefit after-school youth running programs in New York City and summer track and field programs, respectively.

“Running is about challenging limits,” says Toby Hoden, CMO for ING U.S. Financial Services. “It's about a commitment to a long term goal. For us, that was consistent with the values we have as a company. We seek to challenge everything we do. We have long-term [financial] goals.”

ING has renewed its sponsorship through 2007. Long-time sponsors include Continental Airlines, Footlocker, Gatorade, Best Buy and The New York Times. Some 37,000 runners will participate in the race, which draws 2 million spectators to the course.