American sportswear brand announced as the event’s official shoe and kit sponsor

The Virgin Money London Marathon has announced a new “long-term” agreement with American sportswear brand New Balance.

New Balance will become the official shoe and kit sponsor of the event, with the agreement also including other races organised by London Marathon Events Ltd such as the 2018 Vitality Westminster Mile, the Vitality London 10,000, the Standard Chartered Great City Race and The Big Half, which is a new half-marathon in London unveiled by organisers last week.

“New Balance is the ideal sponsor for London Marathon Events and we look forward to working with them over the coming years,” said event director Hugh Brasher.

“Our company values are perfectly aligned and both organisations work to give back to the communities in which we operate.

“As part of the agreement, New Balance will make an annual contribution direct to The London Marathon Charitable Trust, which works to inspire activity and fund recreational projects in the areas where we organise events.”

The relationship between New Balance and the London Marathon dates back to the early 80s, when New Balance was the shoe and kit sponsor.

The brand is also the official shoe and kit sponsor of New York Road Runners and the TCS New York City Marathon, while Callum Hawkins (pictured) and Andrew Butchart are among athletes sponsored by New Balance.

“We are eager and excited to begin our long term sponsorship with London Marathon Events and the charities they support,” said Tom Carleo, vice president of running at New Balance.

“The values, history and vision of the two brands have amazing synergies.

“Together we will bring energy, creativity and passion to the world class events that the London Marathon team has created.”

The sponsorship announcement came on the same day that the online entry system to enter the public ballot for the 2018 Virgin Money London Marathon opened. It closes at 17:00 on May 5. More than 250,000 people from the UK applied to enter the 2017 event.