Lucozade Extends To Become Longest-serving London Marathon Partner

Lucozade Sport has extended its partnership with London Marathon Events, agreeing a new deal which will run from 2021 to 2023. 

The partnership means Lucozade Sport will continue to be the official sports drink and gels provider for the London Marathon and The Vitality Big Half.

The move also takes the brand’s sponsorship of the London Marathon to the 21 year mark – making it the longest serving incumbent partner.

The brand says that plans for this year’s Virgin Money London Marathon will see every Lucozade Sport bottle distributed on course made from recycled plastic, with a closed loop system put in place to collect the bottles and return them to Lucozade Sport, with the aim of recycling every bottle again afterwards.

To celebrate the partnership, Lucozade Sport has also created a virtual 10km race event that will take place on 12th September and will encourage people to complete their run in their local area at their own pace.

The new event will see an ‘optional fee’ of £5 donated to the charity Women in Sport.

“For 21 years Lucozade Sport has helped hydrate and support runners on their marathon journey and we’re delighted to continue the partnership,” said Matt Riches, Head of Partnerships, Lucozade Sport.

“The London Marathon is one of the world’s most iconic races and we can’t wait to continue supporting runners through their training, their race and afterwards.”

Hugh Brasher, Event Director for London Marathon Events, added: “This partnership is one of the longest standing in sport, and Lucozade Sport has helped hundreds of thousands of runners to complete their marathon journey. 

“We look forward to continuing to work together on sustainability initiatives to reduce the environmental impact of runner welfare, and we’re delighted to launch the new Lucozade Sport Virtual 10K which we hope will inspire people of all abilities to participate with a running buddy and get moving together.”