London Marathon reunites with Flora in headline sponsorship agreement

Credit: Steven Paston/PA Archive/PA Images

The London Marathon has reunited with plant-based margarine brand Flora after signing a headline sponsorship agreement with the firm from 2020 to 2023.

In celebration of the deal, Flora has launched an initiative ahead of the 40th London Marathon on October 4 which will see the brand support runners who are raising money for charity. One runner every week leading up to the event will be donated £1000 by the company, with the only guideline being that the person needs to share which charity they are running for and why. 

Additionally, Flora also announced that three-time London Marathon winner Paula Radcliffe, has become an official Flora running Ambassador as a result of the partnership. Radcliffes duties include providing training and nutrition tips for the firm’s ‘Keep Running’ content project.

Hugh Brasher, Event Director of the Virgin Money London Marathon stated: “Everyone has such fond memories of our previous partnership with Flora and we are delighted to be able to renew that relationship.

“It says so much about the status of the London Marathon that we are welcoming this new partnership at a time when so many businesses in so many industries are facing an uncertain future.”

Paula Radcliffe added: “I am thrilled about Flora coming back on board as an official partner of the London Marathon and delighted to be partnering with them as the Flora Running Ambassador. All of my wins in London came when the race was known as the Flora London Marathon and this partnership ties in with my beliefs on healthy living and keeping the family active and eating healthily.”

The London Marathon had previously partnered with Flora between 1996 to 2009 with the brand keen to support the UK charity sector during its new partnership. According to the release, due to the results of COVID-19 charities in the UK are facing an estimated £10.1billion funding shortfall and in order to help Flora has also announced other initiatives to entice people to run for charities this year. 

Catherine Lloyd, Flora Marketing Director UK & Ireland, stated: “We’re really excited for Flora to be partnering with the Virgin Money London Marathon. Flora has been an iconic and versatile brand within British kitchens for generations and a staple of nutrition plans for runners since the 1960s. Many still remember when the event was known as the Flora London Marathon, so we’re delighted to rekindle our friendship and be back in the race.

“As an official partner we plan to support seasoned runners and new-found running enthusiasts with tips from our running ambassador and Flora friend Paula Radcliffe on how runners can balance healthy eating as part of a sustainable, nutritious training diet.”

The 2020 Virgin Money London Marathon will only officially hold elite races in an attempt to mitigate the spread of coronavirus. However, mass runners can still participate in the event by running the 26.2 mile distance on a course of their choice anywhere in the world.

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