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13 November 2013

Buxton Natural Mineral Water has today announced a new partnership that will see the British water brand named as the ‘Official Water of the Virgin Money London Marathon’.

The new partnership sees the London Marathon’s 15-year relationship with Nestlé Waters continue, but moves the brand support to the company’s flagship local brand Buxton. Now in its 33rd year, the Virgin Money London Marathon is the perfect partner to support Buxton’s new brand positioning, which focuses on promoting vitality and well-being and aims to show consumers the benefits of keeping well hydrated.

The Virgin Money London Marathon is one of the world’s greatest marathons – the 2014 ballot closed in a record 11 hours and 28 minutes – and the biggest single-day annual fundraising event in the world. Excitement is already building towards next year’s event when double Olympic and World Champion Mo Farah will make his marathon debut, taking on a strong international field.

The agreement will see 750,000 25cl bottles of Buxton Water distributed to runners at branded water stations along the famous course. As part of the deal Buxton will also receive a comprehensive range of commercial rights and assets that includes extensive course branding, programme advertising, hospitality, promotional space at the Virgin Money London Marathon Exhibition, and a number of places in the race.

Andrea Cahill, Buxton brand manager, commented:

“Our consumer insight has shown that running is a popular activity and of interest to Buxton’s core target audience so we are delighted to announce our new partnership with the Virgin Money London Marathon. We very much look forward to working with the organizing team to ensure that the estimated 36,000 thousand runners at next year’s event stay well hydrated with Buxton Water.”

Hugh Brasher, Virgin Money London Marathon race director, said:

“Keeping well hydrated can make or break a marathon so we’re delighted that Buxton Water will be helping our runners to stay hydrated as they make their way towards their marathon goals in April.”

The partnership will be activated by sport and entertainment agency brandRapport.

For further information please contact:

Andrea Cahill – Buxton
T: 01923 692108

Tim Percival – brandRapport
T: 020 7932 5833