London Marathon to look for new headline sponsor

22 Oct 2019

By: Sport Industry Group

London Marathon Events has announced that headline sponsor Virgin Money will not be renewing its deal when the current contract runs out after the 2021 edition of the race.

The next London Marathon in 2020 will see the event celebrate its 40th race, having started in 1981 while the partnership between the event and Virgin, meanwhile, will register its tenth year. The agreement began in 2010 simply with Virgin before the partnership was extended with Virgin Money from 2014 onwards. In that time the race has raised over half a billion for charity.

The news means that the London Marathon will look for a new headline partner, to be unveiled ahead of the 2022 event.

Hugh Brasher, Event Director, London Marathon Events, said: “Our partnership with Virgin Money has been fantastic and together we have established London as the greatest marathon in the world. This year we celebrated a landmark in our history as we passed £1 billion raised for charity since our first race in 1981 and more than £560 million of that was raised since the first year of this partnership.

"We are very proud that this partnership led to the creation of Virgin Money Giving, the not-for-profit fundraising platform which has meant that so much more of the money raised by our runners goes to their chosen charity.

“Twelve years is a very long time in sports sponsorship and further illustration of the mutual success of this partnership. We would like to thank everyone at Virgin Money for their wonderful support of the London Marathon.”

Helen Page, Group Brand and Marketing Director, Virgin Money, added: “We are proud to have partnered with the London Marathon. Together we have raised more than £560 million for charities and built an enduring legacy that will benefit society and causes for decades to come – with £200 million of that raised on Virgin Money Giving, our not-for-profit fundraising platform.

"As a new organisation with a new purpose we need to realign our future sponsorship and take a different direction. We remain committed to sponsoring the London Marathon until 2021 and look forward to playing a huge part in the London Marathon's 40th race celebrations in 2020."