Full time management professionals organize and direct these events. And make no mistake, these are not just races, they are certified events. The Boston Marathon is not just a race, but a week long series of events leading up to the marathon. The budget for all of this is huge, but then again so is the visibility of the race. With increased visibility, specifically in terms of print and television media, comes increased sponsorship opportunities.
Corporations are very eager to be a part of an event that receives big media coverage.
Cash sponsorship is a large source of income to big races. Just how much varies from race to race. A Boston Globe article criticized the Boston Marathon earlier this year for not maximizing sponsorship opportunities. Add in all of the cash sponsorship, and you still have a multi million dollar budget to work with. And according to the BAA, they need every cent of it to put on the kind of event everyone has come to expect.