AirAsia X returns to sport sponsorship with Gold Coast Marathon agreement

AirAsia X has agreed a three-year agreement with the Gold Coast Marathon to become the airline partner to the mass participation running event.

The partnership, which aims to boost the event’s profile and increase entries from south-east Asia, also marks the low-cost airline's first major sponsorship since the pandemic.

Welcoming the partnership, Queensland’s Minister for Tourism, Stirling Hinchliffe advised “the return of AirAsia X flights from Malaysia directly to the Gold Coast earlier this year was a huge confidence boost to the tourism industry.

“For decades the Gold Coast Marathon has been revered around the world and will continue to be a beacon as we approach the green and gold runway towards 2032 Brisbane Olympic/Paralympic Games.”

Stating that AirAsia X is the only airline flying direct between Kuala Lumpur to the Gold Coast, AirAsia X Chief Executive, Benyamin Ismail highlighted “we have seen strong demand into the Gold Coast historically from Asian travellers attending the Gold Coast Marathon and expect this to continue.”

This year’s Marathon currently has 22,000 confirmed entries - with 10% of those from overseas - and is expected to generate in excess of 91,000 visitor nights and a $29 million benefit to the Queensland economy.

AirAsia X expects strong demand for seats and will launch other promotional activities to stimulate air travel including discount fares.

The sponsorship is good news for the event as it still seeks a new naming rights partner after Village Roadshow Theme Parks deal ran out last November.

Ben Mannion, Chief Executive of Marathon operator Events Management Queensland, went on to say that the event is looking forward to “strong numbers of overseas participants”.

He noted “the Gold Coast Marathon will be a shot in the arm for tourism with many thousands of entrants, friends and family expected to take advantage of the state’s many and varied world-class attractions pre and post event.”

The Gold Coast Marathon is scheduled for mid-February and as well as the main event, features other races including the CPL Wheelchair Marathon, ASICS Half Marathon, Southern Cross University 10km Run, CPL Wheelchair 10km, Gold Coast Airport 5km Fun Run, and the Health and Wellbeing Queensland 2km and 4km Junior Dashes.

There will also be the Gold Coast Double 63.3km event that runners from the half and full marathons can enter.

Image: Gold Coast Marathon.