The London Marathon will begin searching for a new title sponsor after financial service brand Virgin Money decided not to renew its contract with the event.
The existing deal expires in 2021 and will mark the end of a long-standing association between the Virgin group of companies and event organisers London Marathon Events.
The group’s title sponsorship of the race dates back to 2010 when the Virgin umbrella brand was title sponsor. The Virgin Money brand assumed the position in 2014.
Helen Page, group brand and marketing director at Virgin Money, said in a London Marathon press release: “As a new organisation with a new purpose we need to realign our future sponsorship and take a different direction.’’
London Marathon’s sponsorship tier below Virgin Money includes sportswear brand New Balance, healthcare company Abbott, audio book application Audible, energy drink brand Luzozade Sport and Tata consultancy services.