Fuller’s Strikes London Marathon Deal

In an unusual tie-up for an alcohol brand, local brewer Fuller’s has struck a
three-year sponsorship deal with the Flora London Marathon giving its London
Pride brand official beer status for the race.

The six-figure deal between Fuller Smith & Turner and the race organisers
also gives London Pride the rights to use the London Marathon logo on point of
sale and advertising material.

London Pride will also have a presence at the pre-race expo where all runners
have to collect their running numbers and on the post-race kit bags and be
handed a number of hospitality places including seats in the lead vehicle as
part of the package.

Fuller’s Beer Company managing director, John Roberts, said: ‘I am delighted
to be announcing this deal. The Marathon is an icon of our capital city and, as
London’s brewer, it is highly appropriate that we should be supporting it. The
Fuller’s business is all about pride and passion, and the Marathon is a perfect
reflection of these values.’

The next Flora London Marathon takes place on 22 April, 2007 and, as part of
the deal, 15 Fuller’s employees will be among the runners – with many more in
the crowd to cheer them on. A number of events are also planned to amplify
London Pride’s presence along the route.