Behind the Scenes at the Boston Marathon

The Boston Marathon is “the Carnegie Hall” of the classic worldwide marathon scene and its staging by the Boaton Athletic Association and race director David McGillivray is second to none. That said, there’s a multitude of sports business activation and opportunity for runners, sponsors and the entire running community.

Based (primarily) in Boston, Terry Lyons Sports Marketing works behind the scenes of the Boston Marathon to assist clients such as Runner’s World and long-distance running pioneer and women’s sports legend Kathrine Switzer as they navigate the sports media landscape of Boston and its international audience each year.

RUNNER’S WORLD – Since 2012, Terry Lyons Sports Marketing has supported the global efforts of the editors and publicists of RW, providing strategic advice, on-site expertise, event execution and overall communications outreach.

From book launches such as Alberto Salazar’s “14 Minutes” to Meb Keflezighi’s “Meb for Mortals,” to the promotion and on-site support for ’68 Boston Marathon champion Ambi Burfoot’s historic run on the 50th anniversary of his winning race, Lyons helped RW plan, orchestrate and execute their efforts for Boston.

KATHRINE SWITZER – When women’s marathon legend Kathrine Switzer was about to celebrate the 50th anniversary of her historic run as the first woman to officially register, run and complete the Boston Marathon in 1967, Terry Lyons Sports Marketing joined forces with colleagues Josh Milne and Laura Beachy to create a wide-ranging communications plan for Switzer and her subsequent launch of her 261 Fearless brand.

The results were nothing short of fabulous and Switzer’s feat, as she celebrated the year of her 70th birthday, garnered global media attention which resulted in the successful launch of her new brand. Lyons and the communications team worked to help Switzer max-out her association and obligations with adidas, Bose, Humana, and a host of other sponsors.

From throwing out the first pitch for the Boston Red Sox at Fenway Park to having her legendary race bib “261” retired by the Boston Athletic Association to producing a series of 261 Fearless vignettes for adidas, the team behind Switzer delivered every step of the way.