Editing London Marathon (section)

==Sponsorship and marketing==
[[File:Virgin Money London Marathon.png|thumb|Logo used from 2013 to 2021 under Virgin Money sponsorship]]
The original sponsors of the London Marathon were [[Gillette (brand)|Gillette]], who sponsored the event from 1981 to 1983. Subsequent sponsors have been [[Mars, Inc|Mars]] (1984–1988), [[ADT Security Services|ADT]] (1989–1992), [[NutraSweet]] (1993–1995), and [[Flora (margarine)|Flora]] (1996–2009).<ref name=sponsor>{{cite web |url=http://www.virginlondonmarathon.com/marathon-centre/history-london-marathon/sponsor-history/ |title=Virgin London Marathon |publisher=www.virginlondonmarathon.com |access-date=30 September 2010 |archive-date=24 September 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100924180210/http://www.virginlondonmarathon.com/marathon-centre/history-london-marathon/sponsor-history/}}</ref><ref>{{Cite book |url=https://books.google.com/books?id=GV4q12LtbwMC&q=sponsorship+london+marathon+Gillette&pg=PA154 |title=Advertising&nbsp;– Google Books |isbn=9780273634355 |access-date=30 September 2010 |last1=Jefkins |first1=Frank |last2=Jefkins |first2=Frank William |last3=Yadin |first3=Daniel |year=2000 |publisher=Financial Times Prentice Hall }}</ref> [[Virgin Money UK|Virgin Money]] sponsored the marathon from 2010, after signing a five-year £17m sponsorship deal in 2008.<ref>{{cite news |last1=Rutherford |first1=Scott |title=Sir Richard Branson's company to sponsor London Marathon |url=https://www.thetimes.com/article/sir-richard-bransons-company-to-sponsor-london-marathon-2x5pnzndbpl |access-date=8 September 2020 |work=The Times |date=17 May 2008}}</ref> In April 2013, the London Marathon renewed its sponsorship deal with Virgin Money for a further five years and the race changed its name to the Virgin Money London Marathon.<ref>{{cite news |last1=Duff |first1=Alex |title=London Marathon Extends Sponsorship With Virgin Money to 2017 |url=https://www.bloomberg.com/news/articles/2013-04-22/london-marathon-extends-sponsorship-with-virgin-money-to-2017 |access-date=8 September 2020 |work=Bloomberg |date=22 April 2013}}</ref><ref>{{cite web|title=How To Watch 41st London Marathon 2021 Live Stream Reddit Online TV Channels? - Sports Report|date=2 October 2021|url=https://sreurl.com/marathon/how-to-watch-41st-london-marathon-2021-live-stream-reddit-online-tv-channels/|access-date=2 October 2021|archive-date=2 October 2021|archive-url=https://web.archive.org/web/20211002211519/https://sreurl.com/marathon/how-to-watch-41st-london-marathon-2021-live-stream-reddit-online-tv-channels/|url-status=dead}}</ref> In 2021 it was announced that Indian consultancy company [[Tata Consultancy Services]] would take over sponsorship of the London Marathon from 2022.<ref>{{cite news|last1=Carp|first1=Sam|title=London Marathon secures Tata title sponsorship ahead of Virgin Money exit|url=https://www.sportspromedia.com/news/london-marathon-title-sponsor-tata-consultancy-services-virgin-money|access-date=5 September 2021|work=sportspromedia|date=8 June 2021}}</ref>

A number of other companies and organisations also use the event for [[brand]] identification and [[marketing]], including [[New Balance]],<ref>{{cite web|url=https://www.virginmoneylondonmarathon.com/en-gb/|title=Home – Virgin Money London Marathon|website=www.virginmoneylondonmarathon.com|access-date=20 March 2017|archive-date=25 July 2016|archive-url=https://web.archive.org/web/20160725225856/https://www.virginmoneylondonmarathon.com/en-gb/|url-status=dead}}</ref> [[Lucozade Sport]],<ref>{{cite web |title=Lucozade Sport becomes longest-standing incumbent partner |url=https://www.tcslondonmarathon.com/news-and-media/latest-news/lucozade-sport-becomes-longest-standing-incumbent-partner |access-date=18 September 2023 |website=www.tcslondonmarathon.com }}</ref> and [[Fuller's Brewery]].<ref>{{Cite web |date=25 April 2019 |title=INTRODUCING OUR LONDON MARATHON TEAM |url=https://www.fullers.co.uk/blog/pubs-articles/fullers-london-marathon-team-2019 |access-date=18 September 2023}}</ref>