North American-based companies will spend an estimated $86.1 million to sponsor marathons, triathlons, 10Ks and other running events this year, a 2.5 percent increase from the $84 million spent in ’08. While the projection is down significantly from the nearly 9 percent increase in spending from ’07 to ’08, it outpaces IEG’s expected .7 percent increase on overall sports properties. The reason: Increasingly sophisticated sponsorship sales techniques by marathons and othe...