Chiswick brewer Fuller Smith & Turner announced this week that it has signed a three-year agreement for London Pride to be the official beer of the Flora London Marathon from 2007.
The six-figure deal between the Capital’s favourite beer and its most famous race is a perfect fit, with both being symbols of London’s passion, pride and commitment to quality.
Fuller’s Beer Company managing director, John Roberts, said “I am delighted to be announcing this deal. The Marathon is an icon of our capital city and, as London’s brewer, it is highly appropriate that we should be supporting it. The Fuller’s business is all about pride and passion, and the Marathon is a perfect reflection of these values.
“I am also delighted to be associated with this event as it has high profile local, national and international appeal. It is one of the biggest events in the athletics calendar and runners include Londoners, Britons and representatives from all over the World. It really is a great way of highlighting the role London plays on the global stage.”
Race director David Bedford said “London’s favourite ale and London’s favourite race are all about passion, quality and dedication to achieving perfection. The Flora London Marathon has been a great fund raiser throughout the years, and much of that money has been raised in pubs - which is another reason why I’m delighted to be linking up with Fuller’s.
“While we wouldn’t necessarily recommend a beer as part of the Marathon runner’s training regime, London Pride is certainly the best thing with which to celebrate your achievement.”
The agreement with the Flora London Marathon gives London Pride official beer status and the rights to use the Flora London Marathon logo on point of sale and advertising material. In addition, London Pride will be seen by millions of television viewers and spectators through several perimeter boards at the start and finish points and at key locations throughout the race and through advertising in Marathon News.
There will also be a number of hospitality places including seats in the lead vehicle. London Pride will also have a presence at the pre-race expo where all runners have to collect their running numbers and on the post-race kit bags.
The next Flora London Marathon takes place on April 22, 2007 and, as part of the deal, 15 Fuller’s employees will be among the runners - with many more in the crowd to cheer them on. A number of events are also planned to amplify London Pride’s presence along the route.
January 11, 2007