SPONSORSHIP NEWS: Brakes to sponsor first ever London half marathon | B2B Marketing

B2B foodservices provider Brakes has been named as the headline sponsor of London’s first ever half marathon.

The event, also being sponsored by Nokia, will take place on October 12 and is expected to attract more than 12,000 participants. Both Brakes and Nokia have pledged around £1m worth of support for the next three years.

In the run up to the day, Brakes is offering its customers, whom it is encouraging to take part, nutritional advice and healthy menu suggestions based on its own product range. It will also use its involvement to highlight the charities and initiatives it supports, such as its environmental pledge to reduce its carbon footprint by sourcing food regionally.

“Our sponsorship of the marathon strengthens our ongoing commitment to support charities in the communities we serve. We are totally dedicated to helping deliver a responsible, healthy, sustainable future for all,” says Frank McKay, Brakes group CEO.

The Royal Parks Foundation is organising the half marathon in conjunction with Limelight Sports. “We are delighted to have Brakes and Nokia on board. Both are dedicated to developing grassroots events that can encourage participation in sport and this latest initiative will certainly achieve that,” says Jacq Ellis-Jones, head of marketing of Limelight Sports.

Meanwhile this week, B2B brands Royal & Sun Alliance and JCB are amongst the big names sponsoring races at the Cheltenham Festival.

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