Flora To End London Marathon Sponsorship

Unilever has decided to pull the plug on its Flora brand’s long-running title sponsorship of the London Marathon – widely regarded as one of the most successful sport sponsorship associations in history.

The sponsorship will continue until the 2009 London Marathon when its current contract expires after which the 14-year relationship will come to an end.

Unilever marketing director Paul Nevett commented: ‘The association has been exciting and rewarding but we have decided to seek other ways in which to challenge public perception about heart health and the need to reduce saturated fat, like butter in their diet.’

The London Marathon has already started a search for a replacement sponsor to come on board for the 2010 race.