Montreal International Marathon loses title sponsor as A. Lassonde Inc. drops out

MONTREAL – Juice-maker A. Lassonde Inc. has pulled its sponsorship of the Montreal International Marathon, which had used the company’s Oasis brand.

The Rougemont, Que.-based company announced Friday it had terminated its sponsorship agreement with the event after a “significant number of shortcomings in the organization and running of its races.”

The company said in a statement that operational, logistical and security problems had continued despite meetings with marathon organizers to insist the race was meeting conditions outlined in the sponsorship agreement and industry standards.

The issues culminated with a major delay to the start of the 2019 edition of the International Oasis Rock ‘N’ Roll Montreal Marathon.

There was also the death of a 24-year-old participant who collapsed just a few kilometres from the half-marathon finish line, with a coroner now investigating whether it took too long to get the man, in cardio-respiratory arrest a few kilometres from the half-marathon finish line.

Despite pulling its name from the event after 17 consecutive years, Lassonde said it still supports the benefits of physical activity and healthy lifestyles.

The next edition of the Montreal marathon is expected to run the weekend of Sept. 19-20.

This report by The Canadian Press was first published Jan. 25, 2020.

Companies in this story: (TSX:LAS.a)

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