Marketing & Sponsorships

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New Balance To Sponsor London Marathon

15 May, 2017


New Balance will replace Adidas as the official shoe and kit sponsor of the Virgin Money London Marathon in a new long term agreement.

The sponsorship will also include other events organized by London Marathon Events Ltd, including the 2018 Vitality Westminster Mile, the Vitality London 10,000, the Standard Chartered Great City Race and The Big Half, the new half marathon in London.

“New Balance is the ideal sponsor for London Marathon Events and we look forward to working with them over the coming years,” said Hugh Brasher, event director. “Our company values are perfectly aligned and both organisations work to give back to the communities in which we operate.”

As part of the agreement, New Balance will make an annual contribution direct to The London Marathon Charitable Trust, which works to inspire activity and fund recreational projects in the areas where we organise events.

The relationship between New Balance and the London Marathon dates back to the early 80’s when New Balance was the shoe and kit sponsor in the formative years of the event.

“We are eager and excited to begin our long term sponsorship with London Marathon Events and the charities they support,” said Tom Carleo, vice president of running at New Balance. “The values, history and vision of the two brands have amazing synergies. Together we will bring energy, creativity and passion to the world class events that the London Marathon team has created.”

New Balance, who is also the official shoe and kit sponsor of New York Road Runners and the TCS New York City Marathon, continues to add strategic sponsorships in support of major marathons in leading cities worldwide.

The online entry system to enter the public ballot for the 2018 Virgin Money London Marathon opened today and will close at 17:00 on Friday 5 May. More than 250,000 people from the UK applied to enter the 2017 event.

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