London Marathon Donations Rocket
London Marathon charity donations through Virgin Money Giving, the race’s official fundraising partner, rocketed by more than 20% year-on-year for yesterday’s event.
Virgin Money, also the title sponsor of the 2019 London Marathon, said that total donations for the event had reached £63.7m by Friday, already setting a world record for an annual single-day fundraiser.
The average raised per runner was expected to smash last year’s total of £2,100, organisers added.
Virgin Money said that its own research into the motivations of marathon participants had found that raising money for charity was the top reason for one-fifth of respondents – the same as those who were inspired by the “personal challenge”.
Some 22% of men and 14% of women were inspired purely for the enjoyment of running, while 12% wanted to improve their fitness, with about one in 10 motivated by mental or emotional health benefits.
Meanwhile for the organisers and commercial partners of the 2019 London Marathon, sustainability has been a clear focus.
Yesterday’s event also saw over 30,000 Lucozade Sport Ooho seaweed capsules distributed to runners after 23 miles, marking the largest trial of the edible and biodegradable packaging technology run by Lucozade Ribena Suntory at a mass-participating sporting event.
After 7 and 15 miles, respectively, 380ml bottles, specifically manufactured using 100-per-cent recycled plastic for sampling at events, were handed out.
After 11 and 19 miles, compostable cups were used to sample Lucozade Sport, with the cups then collected and composted at a plant in Bedford. A closed-loop recycling system was also in operation in Tower Hamlets, Greenwich, Southwark and Canary Wharf, with all Lucozade Sport bottles collected having been recycled back into bottles by the company.
British tennis legend Andy Murray was the official starter of the event and wore a sweatshirt designed by premium sportswear brand Castore for the occasion.
Murray is a Castore Board Advisor and the appearance is line with the debut launch of the company’s new Marathon Collection, which is designed to enhance performance ability during wear. The collection will be available from early next month.
