Alaska Airlines to be title sponsor of San Francisco's 'Bay to Breakers' race

Alaska Airlines will be the multi-year title sponsor of the iconic Bay to Breakers race, which will be renamed the Alaska Airlines Bay to Breakers race, Wasserman sports agency said.

Bay to Breakers, owned and operated by sports and entertainment agency Wasserman, is a San Francisco institution and the ultimate celebration of Bay Area culture. This year´s race will honor another iconic Bay Area event — the 50th anniversary of San Francisco´s “Summer of Love” movement, a social phenomenon that occurred during the summer of 1967, when as many as 100,000 young people promoting peace and new ideas converged in San Francisco´s Haight-Ashbury neighborhood.

Entering its 106th consecutive year, the event will take place on Sunday, May 21 with more than 40,000 participants racing from the San Francisco Bay to the Pacific Ocean, and hundreds of thousands of spectators, from all over the world.

Alaska Airlines, together with Virgin America and its regional partners, flies 40 million customers a year to 118 destinations with an average of 1,200 daily flights across the United States and to Mexico, Canada, Costa Rica and Cuba. With Alaska and Alaska Global Partners, customers can earn and redeem miles on flights to more than 900 destinations worldwide. Alaska Airlines, Virgin America and Horizon Air are subsidiaries of Alaska Air Group (NYSE: ALK).

Wasserman, a culture-centric agency with roots in sports and entertainment, has evolved beyond those categories. It is an agency not just of advisors, but of creators, developers, influencers, and innovators who work across music, art, entertainment, social, tech, content, and beyond. Headquartered in Los Angeles, Wasserman also operates in Carlsbad, Doha, Dubai, London, Miami, New York, Portland, Raleigh, São Paulo, The Hague, and Toronto.