By Lookout Staff

January 26, 2010 -- The LA Marathon that will end in Santa Monica this year got extra legs when Honda signed on as the lead sponsor, race officials announced Tuesday.

Formerly known as the Stadium to the Sea because it will begin at Dodger stadium and end near the Santa Monica Pier, the March 21 race will officially be named the Honda Los Angeles Marathon.

The three-year partnership marks the first time in its 25-year history that the LA Marathon will have a title sponsor and "reflects the tremendous interest surrounding this year's new course," race officials said. Honda has been a presenting sponsor of the marathon since 1995.

"For the past 14 years, we've been honored to be affiliated with this great competition and with the manner in which it brings together the entire greater Los Angeles community," said Tetsuo Iwamura, president and chief executive officer of Torrance-based American Honda Motor Co., Inc.

"The new course shows off some of the best of what Los Angeles has to offer, and is sure to make the Honda LA Marathon an outstanding, signature event for the running world, for spectators, and for Southern California alike," Iwamura said.

The event, which is expected to sell out, will see some 25,000 runners wind their way through the cities of Los Angeles, West Hollywood, Beverly Hills and Santa Monica.

Said Russ Pillar, president of the LA Marathon LLC, "Honda's commitment to the local community is both wide and deep, and having such a distinguished title sponsor reflects the significant changes we've made to deliver a great event for all of Los Angeles."

Under the agreement Honda will have a presence at the pre-race Expo, at celebrations held in neighborhoods throughout the course and at a finish line festival at the beach, next to the Santa Monica Pier, race officials said.

The agreement also includes signage, advertising and a digital media presence.

As in years past, both the male and female winners of the Honda LA Marathon will receive a new Honda automobile in addition to the cash prize. Further details about the prize package will be available closer to race date. Runners may sign up for the 2010 Honda Los Angeles Marathon at www.lamarathon.com.