My Marathoner

When Bank of America became presenting sponsor of the Boston Marathon in 2024—the world’s most iconic race—we redefined what sponsorship can do. Instead of showcasing the brand, or the star athletes, we showcased the runners no one talks about: the charity runners.
These are the people who commit to raising $10,000 or more for causes they believe in—often risking personal debt to make a difference. No safety net. No spotlight. Until now. Through the “My Marathoner” campaign, Bank of America turned its media power into a force for good—amplifying their stories, connecting them with donors, and helping them not just reach but exceed their goals. It wasn’t advertising. It was action. It wasn’t brand sponsorship. It was human sponsorship.

The Result:
$71.9M raised for 164 charities—a 77% increase over the previous year.
Donors credited the runners’ stories as the reason they gave.
Brand favorability rose 8%, reaching its highest level ever.
The business followed. Revenue beat industry projections by $190M that quarter.
And the platform was extended to the Chicago Marathon.
By turning a sponsorship into something human and purpose-driven, we didn’t just show up.
We helped people move forward—and proved that real impact drives real growth.