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Marathon Expos Shift to Pop-Ups as Title Sponsors Tighten Control
Marathon expos have changed over the past decade, with title sponsors increasingly limiting floor space and pushing other brands outside convention centers to build pop-ups and activations. Tracksmith, Brooks, and Saucony are among brands shifting toward race-week events, shakeout runs, and community hubs, while New York City will bar branded cheer zones this year unless sponsored by an official race partner.
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