Flora, a well-respected food brand in Great Britain, announced today that they will continue their title sponsorship of the London Marathon through 2009. But, in an unusual step, they also announced that their sponsorship would end that year, capping a 14 year relationship with the event.
"We have been delighted with the value this high profile and unique sponsorship opportunity has brought Flora over the years," said Paul Nevett, Unilever UK's marketing director in a prepared statement. "And whilst we are delighted to extend this support until 2009 we have decided to seek other ways in the future to challenge public perception about heart health. We will continue to support both the 2008 and 2009 Flora London Marathons as we have in the past."
"This has been one of the most successful partnerships of sport and sponsorship," commented Bedford. "The longevity of our relationship with Flora has allowed London to mature and the event is now recognised as the greatest marathon in the world. It has also gained the accolade of the largest annual fund raising event in the world with more than £46 million (USD 93 million) being raised annually for charity. We will now start our search for a worthy replacement title sponsor for the 2010 London Marathon." The 2010 edition will be the 30th running of the race.
The next edition of the Flora London Marathon, the beginning of the 2008/2009 World Marathon Majors Series, will take place on Sunday, April 13, 2008.
Know someone else who's interested in running and triathlon?
