Demand spikes for marathon support essentials as Uber Eats x Boots drop limited edition kits

As over 50,000 runners prepare to tackle 26.2 miles this Sunday, Uber Eats and Boots are turning attention to the people doing the other running around: their supporters.

New data from Uber reveals that the ‘race behind the race’ will reach fever pitch this weekend. Last year, there were hundreds of cross-town Uber Boat trips from Rotherhithe to Canary Wharf during the race as spectators scrambled to catch their runners at multiple cheer points. Meanwhile, there were surges of over 60%* in last-minute orders from supporters preparing, including cardboard and marker pens for signs, as well as extra-strength blister plasters on the Uber Eats app.

To ensure no supporter is left stranded at Mile 18 without a sign or a snack, Uber Eats has teamed up with the UK’s leading health, wellness and beauty retailer Boots to launch the Supporter Survival Kit. Available exclusively on the app from midday on Friday 24 April, customers in central London can get ready to support with over £100 worth of specially designed cheering and recovery essentials, delivered to the door for just a tenner (plus fees – see here).

The curated kit is designed to help fans out-sprint the runners, featuring a range of Boots products available to shop on the Uber Eats app:

Supporter day essentials: Soltan SPF 50 suncream for protection on a sunny day, with lip balm and an on-the-go hand gel for travelling around the city
The re-fuel: A boost for you and your phone with energy tablets and an added portable charger
On the go recovery: Wellthy by Boots electrolytes for on-the-go hydration. Not forgetting blister plasters for the miles spent standing (or to give to your runner if you’re feeling generous).
Cheer essentials: extra fluorescent marker pens and heavy-duty cardboard for those all-important motivational signs
Power to unwind: Finally, a Boots massage gun – because after all, it’s not just the runners who need some rest and recovery post-race day.

These items are also available to buy individually at Boots through the UberEats App. You can shop from over 10,000 products from Boots on-demand, nationwide.

“Being a supporter is an endurance sport in its own right,” says Katie Hunter, general manager of grocery & retail at Uber Eats UK. “Our data shows that Londoners are increasingly turning to us for more than just pre-race carbs on a marathon weekend; they need the pharmacy, retail, and grocery essentials that keep them moving. By partnering with Boots on these exclusive survival kits, we’re taking it one step further to make sure the people on the sidelines have all the gear they need to show up for their loved ones.”

Paula Bobbett, chief data and digital officer at Boots, said: “A full day spectating requires just as many on-the-go essentials as the runners themselves. With the launch of these Supporter Survival Kits, we can playfully bring a range of products conveniently to spectators, helping them stay fuelled, protected and ready to show their runners some support. From rest and recovery to hydration or suncare, with Uber, Boots can be there for whatever the need, delivered in minutes.”

New insights highlight why this supporter survival kit is a 2026 essential:

Search volumes for ‘poster board’ on Uber Eats rose 300% in the days leading up to the 2025 race**.
Demand for energy bars, gels and tablets spiked over 360%* – suggesting supporters and runners alike will be prepping for a long day on their feet.
Data also shows hundreds of Londoners turned to Uber Boat rides ending near The Mall at embankment during last year’s run, proving the dash to the finish is the most competitive leg of the day.

How to Order

The limited-edition Supporter Survival Kits will be available in central London for £10 plus fees (see here) in the Uber Eats app starting Friday 24 April, while stocks last.

Products included: