The 2020 Cowtown Marathon announced its new title sponsor on Oct. 29.
Strengthening its local ties, long-time Fort Worth company Higginbotham joined in a partnership agreement to become the Cowtown Marathon Relay title sponsor.
In a press release, Higginbotham Chairman and CEO Rusty Reid said the partnership is a privilege.
“Our sponsorship fits squarely with Higginbotham’s values, Reid said. “We’re compelled to give back to our community that has supported us for seven decades while reinforcing our commitment to wellness among our employees and clients.”
The Cowtown Marathon is the largest multi-event road race in North Texas, with 7 distance options from 5k to Ultra Marathon. According to a previous study by Visit Fort Worth, the marathon has an estimated annual economic impact of $10.4 million.
The Higginbotham-sponsored Cowtown Healthy HIG Marathon Relay is a four-athlete race with each leg averaging between 6 miles and 7 miles.
The insurance brokerage company said it plans to market the relay to its clients, engaging corporate teams in friendly competitions and introducing new athletes to the sport and the marathon.
“Building awareness to regional companies that value employee and customer health brings pride to the Cowtown race community,” Heidi Swartz, Cowtown’s executive director said in a statement. “We are excited to partner with a new sponsor that plans to activate their sponsorship in ways that bring new runners to a lifelong pursuit of fitness.”
Proceeds from the Cowtown Marathon go directly to the C.A.L.F. Program, which promotes a lifelong love of fitness for thousands of area children.
Other sponsors of the event include UNT Health Science Center, Medical City Healthcare, Autobahn Fort Worth among others.
The Cowtown Race Weekend is scheduled to take place at Will Rogers Memorial Center from Feb. 28 to March 1.