For BroadMind, WPP Marketing Communications’ specialist arm for nontraditional communication channels, it will be a first of sorts as it is its debut sports event. The firm has roped in Oberoi Hotels and Thomas Cook as the sponsors for the hospitality and travel categories respectively. BroadMind is working on the project in conjunction with Procam International, a leading sports and leisure event management company which is promoting the event.

“Sports is the third vertical which BroadMind is going after successfully establishing businesses in the verticals of Entertainment and Micro Marketing," says Broadmind national director Suku Murti. "Broadmind will be marketing 12 sponsor partnerships namely Title (finalised), Associate, television, media, water, apparel, timekeeper, communication, hospitality, travel, transport and IT. While Standard Chartered Bank, Oberoi Hotels (hospitality) and Thomas Cook (travel) have been finalised, we are in dialogue with advertisers for the balance partnerships."

The Mumbai marathon will be the fourth such event to be sponsored by Standard Chartered, which also supports the grueling race in Hong Kong, Singapore and Kenya.

10 of the world's top marathoners -both women and men - are slated to participate and make a dash for the kitty of US$210,000. As per the information available from international athletics calendar, four international marathons are scheduled before the Mumbai marathon.