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Tuesday, January 27, 2015

BOSTON ATHLETIC ASSOCIATION AND CLIF® BAR AGREE TO LONG-TERM PARTNERSHIP ACROSS ALL B.A.A. EVENTS

BOSTON ATHLETIC ASSOCIATION AND CLIF® BAR AGREE TO LONG-TERM PARTNERSHIP ACROSS ALL B.A.A. EVENTS

CLIF® Bar Becomes the Official Sports Nutrition Food of the B.A.A. and the Boston Marathon

BOSTON – The Boston Athletic Association (B.A.A.) proudly announced today the beginning of a long-term sponsorship agreement with Emeryville, California-based CLIF® Bar to become the Official Sports Nutrition Food of all B.A.A. events, including the Boston Marathon.

Clif Bar & Company, a leading maker of nutritious and organic foods and drinks, will provide runners in April’s Boston Marathon with its CLIF Bar products before, during, and after the 119th running of the world’s most historic road race. With CLIF Bars served pre-race at the Athletes’ Village, CLIF SHOT BLOKS® Energy Chews sampled at the John Hancock Sports and Fitness Expo, CLIF SHOT® Energy Gel at Mile 17 to boost runners through the Newton Hills, and CLIF Builder’s® high-protein bars beyond the finish line on Boylston Street, CLIF Bar is committed to helping all Boston Marathoners run their best race. The brand will also provide nutrition to runners at the B.A.A.’s other major events, including the B.A.A. 5K in April, the B.A.A. 10K in June, and the B.A.A. Half Marathon in October.

“We could not be more excited to welcome CLIF Bar into our family of Official Sponsors,” said B.A.A. Executive Director, Tom Grilk. “When we look for new partnerships, we look for those which provide and enhance the experience for our runners, and share our mission for improving health. As we look towards the future, we have chosen a partner who will grow with us and our sport. CLIF Bar meets all of that criteria, and then some.”

In addition to its activation on Marathon Monday, CLIF Bar will be present along the course in the weeks leading up to the Boston Marathon to inspire, encourage, and provide energy for those training for the 119th edition of the Boston Marathon. CLIF Bar will also engage with runners at three pre-race Boston Marathon training clinics, and at the John Hancock Sports and Fitness Expo on Marathon Weekend. The brand has also committed to supply CLIF Bars to race-day volunteers who will be working in the finish area of the Boston Marathon.

“CLIF Bar is honored to partner with the B.A.A. and support the running community at one of the most respected and celebrated road races in the world,” said Kevin Cleary, chief executive officer at Clif Bar & Company. “Providing runners with sports nutrition for athletic performance during training and on race-day is a privilege for our brand. Many of us at Clif Bar have run the Boston Marathon and we hope our food will help race participants achieve their fitness and nutrition goals, while embracing and inspiring adventure along the way.”

Clif Bar will also engage with B.A.A. runners in digital and social media activations throughout the course of the year. Working with the B.A.A. and the eight cities and towns along the Boston Marathon’s historic course, CLIF Bar will continue to increase its race presence in future years.

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