UK-based margarine brand Flora has returned as a significant sponsor of the London Marathon, one of the world's top long-distance running events.
Through a three-race tie-up, Flora once again becomes an official partner of the event, which this year will take place on April 26.
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Flora was previously a partner of the London Marathon between 1996 and 2009 (serving as title partner during that stint), and then again between 2020 and 2023.
GlobalData Sport valued the latter deal at $2 million overall.
The brand will now have a presence on event day itself, while also playing "a key role in supporting runners in the lead-up to the event."
In terms of the event's other primary commercial partners, Tata Consultancy Services has been the title sponsor of the London Marathon since the 2022 edition. GlobalData Sport values that deal – running through 2027 – at $7.5 million annually.
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By GlobalDataOther race sponsors include TAG Heuer, Radox, and Ford.
Flora was also a primary sponsor of the Sydney Marathon in the early 2000s.
