Lucozade Sport becomes longest-standing incumbent partner of the London Marathon

Lucozade Sport has extended its partnership with London Marathon Events with a new multi-year deal 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 and takes the brand’s sponsorship of the London Marathon to the 21-year mark – making it the longest-serving incumbent partner.

Every Lucozade Sport bottle distributed on the course at this year’s race will be made from recycled plastic. A closed-loop system, to collect the bottles and return them to Lucozade Sport, will operate with the aim of recycling each bottle as the brand continues to make changes to promote sustainability.

Lucozade Sport has also created a virtual 10K event that will take place on 12 September 2021 and encourage everyone, from experienced racers to new runners, to complete their run in their local area at their own pace.

The new event from Lucozade Sport offers a fun challenge for participants of all abilities to sign up in pairs, with an optional fee of £5 being donated to ‘Women in Sport’ – a charity that shares Lucozade Sport’s ambition of inspiring women to take up sport and gives them the opportunities to do so.

Hugh Brasher, Event Director for London Marathon Events, said:

“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.”