Press Release - London Marathon - 8/17/20

FOR IMMEDIATE RELEASE

         Flora to return as partner of Virgin Money London Marathon

London Marathon Events today [Monday 17 August] announced Flora - the 
headline sponsor of the London Marathon from 1996 to 2009 - will return in 
a new partnership with the event, that will run from 2020 until 2023.

The renewed partnership between the versatile, plant-based margarine brand 
Flora and the London Marathon comes ahead of the 2020 Virgin Money London 
Marathon - The 40th Race - on Sunday 4 October.

To celebrate, Flora is launching an initiative to support runners in this 
year's race who are fundraising for small charities which are so reliant on 
funds raised by runners of the event. Every week from now until 4 October, 
the company will donate £1,000 to one lucky marathon participant upon 
sharing their running story detailing which charity they are running for 
and why.

Further prizes will also be available including running kit and places in 
the 2021 Virgin Money London Marathon, courtesy of Flora. The initiative 
comes at a time when the UK charity sector is facing an estimated 
£10.1billion funding shortfall as a result of Covid-19.

Flora also announced that Paula Radcliffe, who famously won three London 
Marathon titles and broke two world records when Flora was headline sponsor 
of the event, has become an official Flora Running Ambassador to mark the 
partnership.

Radcliffe will provide exclusive training and nutrition tips for Flora's 
new 'Keep Running' content hub.

Catherine Lloyd, Marketing Director UK & Ireland, said: "We're really 
excited for Flora to be partnering with the Virgin Money London Marathon. 
Flora has been an iconic and versatile brand within British kitchens for 
generations and a staple of nutrition plans for runners since the 1960s. 
Many still remember when the event was known as the Flora London Marathon, 
so we're delighted to rekindle our friendship and be back in the race.

"As an official partner we plan to support seasoned runners and new-found 
running enthusiasts with tips from our running ambassador and Flora friend 
Paula Radcliffe on how runners can balance healthy eating as part of a 
sustainable, nutritious training diet."

Paula Radcliffe said: "I am thrilled about Flora coming back on board as an 
official partner of the London Marathon and delighted to be partnering with 
them as the Flora Running Ambassador. All of my wins in London came when 
the race was known as the Flora London Marathon and this partnership ties 
in with my beliefs on healthy living and keeping the family active and 
eating healthily.

"When I first started running, my pre-race fuel was always a slice of 
wholemeal toast, with Flora on top and a hot tin of tomatoes with cheese 
crumbled in."

Hugh Brasher, Event Director of the Virgin Money London Marathon said: 
"Everyone has such fond memories of our previous partnership with Flora and 
we are delighted to be able to renew that relationship.

"It is particularly fitting that Flora, which has played such a large part 
in our history, is back as a partner for The 40th Race on Sunday 4 October.

"It says so much about the status of the London Marathon that we are 
welcoming this new partnership at a time when so many businesses in so many 
industries are facing an uncertain future."

The 2020 Virgin Money London Marathon - The 40th Race - takes place on 
Sunday 4 October. Due to the Covid-19 pandemic, there will be elite races 
only on a closed-loop course around St James's Park and the thousands of 
mass runners will be participating in The 40th Race by running the 26.2 
mile distance on a course of their choice from wherever they are in the 
world.

All those who complete the virtual Virgin Money London Marathon using the 
official Race App will be sent The 40th Race finisher medal and exclusive 
New Balance finisher T-shirt. Their finish times will also be compiled in 
the historic results of The 40th Race.

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