Margarine brand Flora is extending its sponsorship of the London Marathon for the next two years but Unilever UK said the 2009 race would mark the end of its 14-year relationship with the event.
“To say we have been delighted with the value this high profile and unique sponsorship opportunity has brought Flora over the years, would not do the partnership justice,” said Unilever UK marketing director Paul Nevett. “To hold an association with a world class event such as this for this long has been a tremendously exciting and rewarding experience.”
Nevett said the brand would continue to provide “full and committed support” to the event until the 2009 race, but after that, it had decided to “seek other ways in which to challenge public perception about heart health and the need to reduce saturated fat”, which Unilever sees as central to its message.
Dave Bedford, London Marathon race director, paid tribute to the event’s long-standing sponsor. “This has been one of the most successful partnerships of sport and sponsorship,” he said.
Bedford added that the London Marathon would now begin the process of looking for a “worthy replacement” main sponsor for 2010, which will be the 30th anniversary of the event.
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