The Boston Marathon represents two distinct journeys: elite athletes chasing world records, and 3,000 everyday heroes running for something more profound than time. These charity runners face a daunting challenge—each must raise up to $15,000 for their chosen non-profit, an amount they’re personally responsible for if fundraising falls short. Their success traditionally depends on the limited reach of their personal networks, making their goal as challenging as the 26.2 miles ahead of them. In 2024, as the new presenting partner of the world’s most prestigious road race, Bank of America saw an opportunity to transform this challenge. Rather than following the traditional corporate sponsorship playbook, they launched an innovative “Human Sponsorship” campaign that turned their entire marathon presence into a powerful amplification platform for these charity runners.

Published: May 7, 2025