Boston Marathon to put ads at start, finish

BOSTON (AP) -- The Boston Marathon is breaking with a 112-year tradition, putting corporate ads on the start and finish lines to help its two main sponsors extract more value from ties with the world's oldest marathon.

The changes highlight distance running's growing dependence on sponsors to provide lucrative prize money to attract leading athletes and raise its profile, said Guy Morse, executive director of the Boston Athletic Association, the race's organizer.

They also demonstrate the need for support to meet operating expenses and make donations to the eight cities and towns that provide public safety and other services to runners passing along the marathon's 26.2-mile route, Morse said.

The arrangements were made under terms of existing contracts with John Hancock Financial Services and German sports equipment and apparel maker Adidas AG, and no new money was exchanged. However, the logo placement could form a basis for pressing for even more lucrative terms in future sponsorship contracts, Morse said.

Boston-based John Hancock helped the marathon evolve from an amateur to a professional event in 1986, and four years ago was acquired by Toronto-based Manulife Financial Corp. The company's new managers then began pushing to raise the company's profile at the race, Morse said.

The company's sponsorship expires in 2018. Adidas, which became another main sponsor in 1989, has a sponsorship contract through 2010.