The Virgin Money London Marathon announced its 2015 professional men’s field today, and the gathering is already making salivary glands water among the faithful world-wide. But though it is already being dubbed “Greatest Field in History” – and how many times have we heard that before? – what I found most appealing about the roll-out was how binary the London organizers made it.
While former London Marathon champion and course record holder Emmanuel Mutai has also been signed, along with 2014 Chicago king Eliud Kipchoge, and the redoubtable Keninise Bekele of Ethiopia, any one of whom might well expect to see his name up on a race marquee, notwithstanding the presence of those other stars, it’s the current and former marathon world record holders who are primarily being touted. This is a welcome sign of marketing savvy, and takes a page from how boxing promotes it’s major fights. (more…)