Run clubs and large groups planning to set up cheer zones at this year’s New York City Marathon on November 1 will have to abide by a tighter set of rules on race day, as brands that are not part of the official sponsors — or compete with them — will be prohibited along the course.
In a memo sent to clubs on Tuesday, New York Road Runners issued its guidelines for race day, which also lists what items cannot be used on the course, along with a warning that cheer zones cannot impede other zones or sanctioned sponsor set-ups.
NYRR cited its permit with the New York City Department of Permits as part of the restrictions, which also include “draping nor affixing banners to barricades or surrounding property.”
“Run Clubs are welcome to set up cheer zones and engage, but their cheer zones CANNOT include / represent brands that compete with / are not one of New York Road Runners / TCS New York City Marathon / NYRR Official Partners along the course as per our permit issued by the New York City Department Permits,” the memo read. “Cheer zones also CANNOT impede on any other cheer zone set ups—including NYRR Partners and other Run Clubs.”
In New York City, an event on the scale of this year’s race would be subject to numerous permitting approvals across several city agencies.
The NYPD requires a parade permit for any procession through streets like a race, and the parks department issues a special event permit since the latter portion of the marathon enters Central Park and an extensive finish line zone houses a large logistical area.
A street activity permit is needed for sidewalks and pedestrian plazas that are not covered by the race permit, while a sound permit is needed since the marathon will use amplified sound. The department of buildings would also request that a temporary structure permit be filed since tents, stages and bleachers will all be along the course.
Since fire safety equipment will be deployed along various points of the race, a permit from the fire department is also added, while the department of transportation has its own set of approvals if oversized vehicles will be used before, during and after the event.
Meanwhile, more than 25 sponsors are in place for this year’s race across seveal categories, including title partner, foundation partners, strategic partners, contributing partners and the official broadcast partners.
TCS continues to be the lead partner with New Balance, Citizens, Mastercard, United Airlines, The Rudin Family and Abbott World Marathon Majors among the top sponsors.
Others like Culligan, Gatorade, Maurten, Maybelline, Michelob, Peloton and Strava are part of a deep roster of partners who will likely have their own cheer zones on the course, but also provide critical resources like water stations.
But in what has become a yearly tradition for local run clubs, large organized cheer groups will be expected on race day, with some affiliated with brands that compete with official partners.
It is unclear how the cheer zone mandate will be enforced along a course that covers around 24 miles, excluding the start at the Verrazzano-Narrows Bridge and closing areas within Central Park where no setups are allowed. But the city’s massive running community treats the NYC Marathon as the pinnacle event of the year and well over 30 run club-specific cheer stations are expected, with most groups providing their own aid stations, hydration, music, giveaways and food at their expense or in collaboration with another brand.
But non-official brands along marathon race courses have plenty of history.
In 2017, Under Armour deliberately launched its #RUNVERBOTEN (or Run Forbidden) viral marketing campaign with massive signage along the Berlin Marathon course despite not being a sponsor. The move was seen as a direct gesture against Adidas, which was a main partner of the race.
Large run clubs and branded cheer stations are common at races and amplified at all of the major marathons, regardless of city and the NYC Marathon easily attracts more than 2 million spectators along its course. Typical club cheer stations are in place for hours on race day, setting up in the morning in time to greet the professional runners as crowds drastically increase as the waves of those in the general field hit the streets later.
