Published on January 15th, 2026
Location: USA
SPORTFIVE Advises The McCourt Foundation on Media Rights Deal for ASICS Los Angeles Marathon
New York, NY, January 16, 2026 – SPORTFIVE has advised The McCourt Foundation (TMF) on its media rights strategy for the ASICS Los Angeles Marathon, resulting in a new multi-year broadcast agreement with NBCUniversal beginning in 2026 and running through 2029.
NBC4 (KNBC) will serve as the exclusive broadcast home of the race in the greater Los Angeles market. Telemundo will also air the marathon locally on Telemundo 52 (KVEA), significantly expanding the event’s reach among Spanish-speaking audiences. Discussions about bringing the race to a national audience are ongoing and an announcement regarding this will be made at a later date.
SPORTFIVE worked closely with The McCourt Foundation to shape a media rights strategy focused on strengthening distribution in the Los Angeles market while also securing a national distribution partner.
"We are proud to have advised The McCourt Foundation on a media rights strategy that strengthens the Los Angeles Marathon’s presence in its home market. Partnering with NBC4 and Telemundo 52 ensures that the event will reach a broad and diverse local audience and reinforces the marathon’s position as one of Southern California’s premier sporting events
Adam Schneider, Vice President, U.S. Media, SPORTFIVE
“The ASICS Los Angeles Marathon is one of the great marathons of the world and NBC4 and Telemundo 52’s suite of platforms allows us the national reach we haven’t previously had,” said Murphy Reinschreiber, COO of The McCourt Foundation, the producer of the marathon.
“With the Olympics coming to Los Angeles, the marathon being an iconic Olympic sport, and NBC4 being the Olympic partner, what better relationship could we have? Adding Telemundo 52 as an outlet is especially gratifying as 38% of the marathon’s participants are Hispanic.”
SPORTFIVE will continue to advise TMF throughout the term of the agreements, serving as strategic advisor across the partnership with NBC4 and Telemundo, as well as consulting TMF on its international media rights strategy.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About The McCourt Foundation
The McCourt Foundation (TMF) empowers communities to build a healthier world through research, education and events. TMF’s mission is to cure neurological diseases while empowering communities to build a healthier world. TMF makes a difference by donating to neurology research, hosting educational forums and using our events such as the ASICS Los Angeles Marathon, Rose Bowl Half Marathon & 5K, Santa Monica Classic and Boston Waterfront 5K, as platforms to raise funds for over 125 nonprofit charity partners. Since its inception, TMF has donated more than $7.2 million to neurology research and generated more than $76M for our nonprofit charity partners. Established in 1992, TMF is a 501 (c)(3) with offices in Boston, MA and Los Angeles, CA. For more information, visit mccourtfoundation.org.
Press contacts
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Jack Milko
Communications & PR Manager, USA
jack.milko@sportfive.com
