MUMBAI: In its 27th edition, the Penang Bridge International Marathon will see its first ever Title Sponsor with Allianz Malaysia.

A memorandum of understanding was signed between the organising committee and insurance company Allianz. The one-year partnership was brokered by sports marketing company Total Sports Asia.

An estimated 30,000 local and international marathon enthusiasts will be flooding Malaysia‘s longest and busiest Penang Bridge this year on 20 November.

Since the inauguration of the Penang Bridge in 1985, the annual Penang Bridge International Marathon has become Penang‘s signature event which brings runners from all over the world, be it amateur or professional to the "Pearl of the Orient".

Allianz Malaysia CEO Jens Reisch commented, "We will be launching campaigns before and during the event to encourage people from all walks of the country to participate in a more active lifestyle."

Total Sports Asia Group CEO Marcus Luer said, "The partnership between Allianz and the Penang Bridge International Marathon is a perfect match. Both are aiming to create a healthier, better Malaysia. We will work with Allianz to create innovative sponsorship activation concepts to successfully leverage their title sponsorship and connect with their target group."