The Charles River usually offers Bostonians a quiet escape, but on Oct. 23, the 46th annual Head of the Charles Regatta will make noise, splashing through 3.2 miles of water.
The HOCR is the largest regatta in the world, with more than 8,000 athletes competing in 56 rowing races and more than 300,000 spectators cheering them on.
This year, the regatta should be even more prestigious with three new major partnerships: Lincoln Vehicles, Brooks Brothers and Delta Air Lines.
Lincoln, the luxury brand owned by Ford, will be the official automobile sponsor of the race. The company will display car models and promote its brand all along the course.
Brooks Brothers will make its name highly visible by sponsoring windbreakers that will be given to all volunteers. The company’s Newbury Street store will also promote the race by displaying rowing theme in the window display, holding a private fashion show, putting HOCR stickers on Brooks Brothers catalogs that were sent to colleges across the nation, and even designing a line of clothing based on the colors of Boston’s schools, such as BC, BU, Harvard and Northeastern.
Delta Air Lines will sponsor the Eliot Bridge Enclosure, which is a VIP tent at the end of the course that the public can access for $75 a day or $125 for the weekend.
In addition to the new partners, EMC has renewed as a corporate sponsor.