Flora has today been announced as an official partner of the TCS London Marathon, marking a return to the world’s most iconic mass participation running event as it continues its mission to nourish people throughout their marathon journey.The three-year agreement, starting with this year’s TCS London Marathon on Sunday 26 April, will see Flora reignite a partnership with the iconic event for a third time, having been the title partner from 1996 to 2009 and a supporting partner from 2020 to 2023. This renewed collaboration builds on Flora’s long-standing association with sport and its commitment to supporting healthier, more active lifestyles.
Flora will play a key role in supporting runners in the lead-up to the event, creating delicious and nutritious recipes to support runners throughout their marathon training. Flora will also be present on race day, bringing the brands energy to an already electric atmosphere.
Flora provides versatile culinary ingredients that can be used straight from the fridge for spreading, baking & cooking, turning every meal into something both delicious and nutritious.
By partnering with the TCS London Marathon, Flora aims to empower communities to get active and have fun. Be that runners of all abilities, from first timers to experienced athletes. Allowing them to feel confident, prepared and properly fuelled for whatever physical challenge they undertake.
Ian Hepburn, UK & Ireland head of marketing at Flora Food Group, said: “Returning to the TCS London Marathon feels incredibly special for Flora. This event has always stood for inclusivity, passion and community, values that align perfectly with our brand. Flora brings culinary credibility, taste and nourishment to help fuel runners in their marathon training and all people who want to make positive choices about what they eat.”
Hugh Brasher, CEO of London Marathon Events, said: “We’re delighted to welcome Flora back as an official partner of the TCS London Marathon. Flora has a proud history with the event and a genuine commitment to supporting runners at every stage of their journey. Their focus on fuelling and wellbeing will be a valuable addition for participants as they prepare for and take part in this year’s race.”
The partnership reinforces the TCS London Marathon’s reputation as a platform for brands with purpose and heritage, while offering Flora the opportunity to reconnect with millions of runners and spectators around one of the UK’s most celebrated sporting moments.
