The Boston Athletic Association and AT&T have introduced the official Boston Marathon mobile application, giving fans a way to easily track the progress of their favorite runners.

AT&T is the official wireless provider of the 117^th Boston Marathon and is activating its sponsorship with a wide range of marketing activities that includes a strong focus on mobile. In addition to the mobile app, the annual event ? which draws thousands of runners from around the world and approximately 500,000 spectators ? is a mobile alert program, text to screen functionality and free Wi-Fi.

"Consumers are pushing for mobile to play a larger part than they have been to date at events that are outdoors such as the Boston Marathon," said Marci Troutman, CEO of Siteminis, Atlanta, GA.

"Mobile is the highest fastest saturated technology globally ever, with that in mind and being that the Boston Marathon and events such as these are outside, consumers are on their mobile and so it makes sense for the events and event planners to incorporate mobile at a larger rate," she said.

Ms. Troutman is not affiliated with AT&T or the Boston Marathon and spoke based on her experience in mobile.

AT&T did not respond to press enquiries.

Athlete alerts
The official Boston Marathon app ? which is powered by AT&T  ? is new this year and enables users to learn about the race and competitors.

Users can select up to 10 runners to track and receive updates as these runners reach specific points in the race at 10K, 13.1 miles, the 30K mark and the finish line.

Fans can text APP to 345678 to receive a link to download the app.

Users can show the app on their smartphone at the John Hancock Sports & Fitness Expo to receive a complimentary 2013 Boston Marathon Skin for their mobile device.

Fans can also track the progress of runners by having updates send to their mobile phone or email in real-time. To participate in the AT&T Athlete Alert Program, users can text RUNNER to 345678 to receive updates when their runner reaches the start, 10K, the halfway mark, 30K and the finish line.

AT&T is providing tablets at the AT&T Athlete Alert Station at the John Hancock Sports & Fitness Expo during the weekend of the race for those who want to sign-up to receive alerts. The mobile registration will be available throughout the marathon duration.

Free Wi-Fi
Also new this year will be the ability for runners and spectators to have their photo taken at the finish line and have the image either texted or emailed to them.

Other ways that AT&T is supporting its sponsorship of the marathon include enabling those watching the race to cheer on runners by texting a message to 567890 to have it appear on screens along the course and at the finish line using AT&T?s Text2 Screen service.

AT&T will also offer free Wi-Fi to its customers at the start line and finish line of the race as well as free calling stations for those who finish the race.

"Sponsorships help events such as the Boston Marathon go smoothly with funding," Ms. Troutman said.

"As at any event the more consumer eyeballs on a sponsored brand would encourage the sponsors to be more engaged at future events as well," she said. "Incorporating a mobile engagement properly would raise the percentage of consumers viewing and engaging with the sponsor, it becomes a win- win for both."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York