Britain’s double Olympic track champion Mo Farah begins the re-landscaping of his career toward the marathon this weekend when he competes in New Orleans at the Rock `n` Roll Half Marathon.  It will be the second competitive half-marathon of Farah’s career. The 2012 Olympic 5000 & 10,000 champion won the 2011 New York City Half Marathon in his debut in 60:23.

While the half in New Orleans will serve as an intermediate step toward Farah’s full marathon debut in London 2014, he will concentrate his 2013 efforts on the IAAF World Track & Field Championships in Moscow this summer. But there will be another, more significant step toward the marathon this April when Mo will start this year’s Virgin London Marathon.  Yes, he will start, but he will not finish.  How do we know?  Because that is the deal that Mo’s people worked out with London, start this year, run till half-way then drop off. Then go the full distance in 2014.

From an athletic and PR standpoint this makes perfect sense.  From Mo’s vantage point getting the chance to take part in the event without actually being a competitor should serve him well, even if to a small degree, in 2014.  And financially it’s a certainly a win fall. According to the U.K’s Daily Mail, Mo Farah will receive an impressive (by running’s standards) £750,000 for his two London starts ($1,160,000US).  That fee, which was not confirmed by first-year race director Hugh Brasher (son of event founder Chris Brasher), would dwarf even the £500,000 it is believed Paula Radcliffe received in her prime a decade ago.

The Daily Mail story also underscores the point  made by Ben Rosario in a recent submission about the need to make such appearance fees public to hype the sport as being truly professional. BEN ROSARIO: WHAT ARE WE AFRAID OF?

“He’ll be rightfully well rewarded as an Olympic champion,” was all Hugh Brasher would reveal to the Daily Mail.

But while it all works well for Mo and the event to go just half-way in London 2013, how fair is it to the actual race contenders?  And what does it do for the focus of race coverage? (more…)