The TCS London Marathon has secured a renewed partnership with Flora, marking the third collaboration between the iconic race and the food brand. The multi-year deal, announced today, , will see Flora return as an official partner starting with the event.
Flora’s history with the London Marathon is extensive. The brand served as the race’s title partner from 1996 to 2009, a period that saw significant growth in the event’s popularity and participation. More recently, Flora held a supporting partner role between 2020 and 2023, demonstrating a continued commitment to the race and its runners. This latest agreement signifies a deepening of that relationship.
The renewed partnership will center on supporting the nutritional wellbeing of marathon participants. Flora will provide runners with recipes and advice designed to fuel their training regimens, acknowledging the critical role nutrition plays in endurance performance. The brand will also maintain a visible presence on race day itself, offering support and resources to those taking part.
“Returning to the TCS London Marathon feels incredibly special for Flora,” said Ian Hepburn, Head of Marketing at Flora. “This event has always stood for inclusivity, determination 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, echoed Hepburn’s sentiment. “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 participants 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 event.”
The announcement comes on the heels of London Marathon Events being recognized with the Event Of The Year award at The Sport Industry Awards in 2025, further solidifying its position as a leading sporting event globally.
Beyond the marathon world, the sports industry continues to see strategic partnerships unfold. In padel, a rapidly growing sport in the UK, iPadel has secured a deal with British lifestyle brand Crew Clothing. Crew Clothing will become the official and exclusive performance apparel partner for iPadel, outfitting staff across its Winter and Summer Leagues and offering exclusive discounts to players.
This partnership represents an expansion for Crew Clothing into performance-led apparel, building on the 2025 launch of its Crew Sport collection. The deal adds to a growing portfolio of British sport sponsorships for the brand, which already includes the England Red Roses, Henley Royal Regatta, the Lawn Tennis Association, and Exeter Chiefs.
“Padel is one of the most exciting growth sports in the UK right now, and iPadel is playing a key role in shaping its future,” said Jon Baker, Sponsorship Projects Manager at Crew Clothing. “Becoming Official Performance Apparel Partner is a natural fit for Crew, allowing us to support players and staff with Crew Sport – technical, performance-led clothing that reflects our British sporting heritage and our ongoing commitment to supporting sport at every level.”
Ian Colligon, Founder and Director of iPadel, added, “We’re so proud to partner with Crew Clothing as our Official Performance Apparel Partner. They are a brand with real heritage in British sport and with a clear momentum behind them, and we’re delighted to have them on board. As padel continues to expand rapidly across the UK, it’s exciting to work with a brand that combines performance, quality and style, and that shares our ambition for the future of the sport.”
In a move focused on athlete safety and preparedness, England Football Learning is integrating virtual reality (VR) technology into its CPR training programs, beginning in March. The initiative, piloted at St George’s Park with over 80 medical professionals, will initially be incorporated into the Advanced Trauma Medical Management in Football and Intermediate Trauma Medical Management in Football courses, with plans for wider implementation across the medical pathway.
The VR program, developed in collaboration with Portico, a virtual reality learning provider, and with input from the University of Sheffield Advanced Manufacturing Research Centre, utilizes hand-tracking technology, allowing learners to practice CPR on a mannequin without the need for handheld controllers. This innovative approach aims to enhance the realism and effectiveness of CPR training for medical personnel involved in football at all levels.
The adoption of VR training aligns with a broader trend towards simulation in sports medicine education, as governing bodies prioritize improved emergency preparedness in both professional and grassroots football settings across England.
Elsewhere, the Ospreys, a Welsh rugby region, have expanded their commercial relationship with Flawless Cleaning Services. The local business will now sponsor both the number eight and number fifteen playing jerseys for the upcoming season, building on its existing role as the club’s cleaning and maintenance provider for its training facility and St Helen’s sports ground.
“We’ve already developed such a strong working relationship with Flawless, so we’re delighted that they have decided to further strengthen their partnership with the club,” said Richard Lancaster, Commercial Director for the Ospreys. “Similarly to the Ospreys, Flawless have a real dedication to high standards in everything that they do, so it’s great to work with another local company that reflect our values.”
Finally, the Parkinson’s Pioneers, a unique all-female walking football team for women with Parkinson’s disease, have secured a multi-year sponsorship deal with systems integrator TXP. TXP will become the principal kit sponsor, providing full playing kits and tracksuits for players, staff, and fans, and extending support to the England women’s Parkinson’s team.
“TXP’s sponsorship means the world to everyone involved with Parkinson’s Pioneers,” said Gemma Darvill, Manager of the Parkinson’s Pioneers and England Women’s Parkinson’s. “Our aim is to show that a Parkinson’s diagnosis isn’t the end of an active or competitive life, and to build a community and support network for women living with the condition. Kit sponsorship gives the team a sense of identity, pride and professionalism, while also removing financial barriers that may prevent individuals getting actively involved.”
John Antunes, CEO of TXP, stated, “At TXP, we believe being a ‘local business’ goes beyond simply having a presence in the area. It carries a commitment to inclusion, partnership and making a positive social impact. We chose to support Parkinson’s Pioneers because they are a charity based in our community in Solihull with a mission that closely resonates with TXP’s values of adaptability and ambition. We look forward to providing a promotional platform for such a worthy cause to foster greater awareness and a wider collective understanding of women’s experience of Parkinson’s.”
