London Marathon - Sponsorship and Marketing

Sponsorship and Marketing

On 16 May 2008, London Marathon Limited signed a new five year £17m sponsorship deal with Virgin and Virgin Money. The original sponsors were Gillette who sponsored the event from 1981 to 1983. The other sponsors have been Mars (1984–1988), ADT (1989–1992), NutraSweet (1993–1995), and Flora (1996–2009). A number of other companies and organisations also use the event for brand identification and marketing, including Adidas, Lucozade Sport, and Fuller's Brewery.