This year won't be the finish line for the Bay to Breakers footrace after all.
The event organizers announced that Zazzle, a Redwood City-based company that serves as a platform for creating new products online, has signed a two-year contract, agreeing to be the title sponsor for the annual run, including the May 15 race.
"The thing that's cool is that they are about personal creativity, ingenuity, and expression, which fits into the Bay to Breakers 'come dressed or undressed' [theme]," said Sam Singer, spokesman for the B2B event.
Singer told reporters about the new sponsorship on Thursday -- the same day that registration for the event sold out. But now that they have a sponsor in place, it's possible organizers will consider opening up registration to more runners.
For the fist time this year, event organizers capped registration at 50,000 participants, and more importantly, they banned runners from getting "shit-faced drunk."
Singer wouldn't disclose any of the details of the deal, including why the company only agreed to a two-year contract. But the deal will buy organizers a little more time to search for other future sponsors.
"We were concerned we would not find a title sponsor," Singer told SF Weekly. "But this will help us support the financial needs of the race and make it an ongoing event."
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