Product category:
Sports marketing
News Release from: Limelight Sports
Edited by the Marketingservicestalk Editorial
Team on 12 March 2008
Limelight Sports to launch London half
marathon
The Royal Parks Foundation, working with Limelight Sports, has launched the first ever half marathon to take place through central London, with Brakes and Nokia signed up as sponsors.
The project aims to create an iconic new event in Britain's sporting calendar, at the same time as raising significant funds for the Royal Parks Foundation and other charities around the UK The Royal Parks Foundation Half Marathon is supported by Race Ambassadors including decathlete Daley Thompson, environmentalist Zac Goldsmith, Olympic rower James Cracknell, TV star Ben Fogle and former Ireland rugby international Keith Wood
This article was originally published on Marketingservicestalk on 10 May 2007 at 8.00am (UK)
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The half marathon has already attracted significant sponsorship from its headline partner, Brakes, and category sponsor, Nokia.
Between them, they have pledged support, over the next three years, worth over GBP1 million.
More sponsors will be announced shortly.
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Media partner, Metro, is to promote the event nationally and encourage participation.
Limelight was approached to conduct the original feasibility study and helped develop the concept.
They have negotiated the route with key stakeholders, helped source sponsors and secure charity partners to provide a funding structure to enable the race to go forward.
Some 12,500 runners will race through four Royal Parks, raising millions of pounds for charity.
Their route will be officially "guided by Nokia".
The five leading beneficiary charities are - Asthma UK, The Blue Cross, National Deaf Children's Society, Right to Play and UNICEF.
Dozens of other charities and community groups will also gain vital funds from their runners.
Jacq Ellis-Jones, Limelight Sports Head of Marketing, said: "This is an exciting new initiative and will be the first ever half marathon to take place through central London.
"The route will be spectacular and the event is already proving popular with fundraisers.
"We are delighted to have Brakes and Nokia on board - both are dedicated to developing grassroots events that can encourage participation in sport and this latest initiative will certainly achieve that".
Brakes, the UK's leading foodservice provider, is headline sponsor of the half marathon.
Frank McKay, Brakes CEO, commented: "Our sponsorship of The Royal Parks Foundation Half Marathon strengthens our ongoing commitment to support charities in the communities we serve.
"With over 50 years' experience of serving the foodservice industry, we are totally dedicated to helping deliver a responsible healthy sustainable future for all".
Royal Parks Foundation CEO, Sara Lom, said: "The Royal Parks Agency has worked with Limelight Sports successfully for a number of years when they have delivered other mass participation events.
"This is the first time the Foundation has worked in partnership with Limelight and we have greatly appreciated their strategic thinking, creativity and event management skills to help shape our idea and get this major event off the ground.
"In addition to being a charity, the Royal Parks Foundation is rapidly developing a niche for itself in the corporate world.
"In our first five years, we have developed a number of dynamic projects in the worlds of sport, art, environment and heritage; these include the Half Marathon with Brakes, Deckchair Dreams sponsored by Bloomberg, The Crystal Palace in partnership with Candy and Candy and Perrier-Jouet, plus Trunks meet Trunks with Elephant Family".
Limelight Sports delivers exceptional grassroots sports events with the single guiding principle of changing people's attitudes and behaviour.
It looks to maximise the impact of events by linking them into wider communication or delivery frameworks incorporating marketing and public relations strategies.
Limelight brings together partnerships across public, private and voluntary sectors and has been instrumental in delivering sustainable long-term outcomes.
Previous and ongoing projects include: Nike Running events, Sainsbury's Sport Relief Mile, Swimathon, London Summer of Sport, JPMorgan Chase Corporate Challenge, and The London Youth Games.
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