Branding | Activation | Content | Sponsorship Rights Negotiation

The Virgin Money London Marathon is Virgin’s most successful sponsorship ever. Running from 2010 to 2021, the relationship had significant impact for Virgin Money, the London Marathon itself and the charity sector within the UK.

Rooted in Virgin Money’s purpose – making “everyone better off” - Virgin Money Giving was created as the primary activation for the partnership with London Marathon. Designed to disrupt, more than £200m was raised through the not-for-profit fundraising platform by Virgin Money London Marathon runners.

As brand lead for Virgin throughout the relationship, I was lucky enough to work on all elements of this incredible event. From the initial rights negotiation to 22km of race day branding, Virgin Money Giving marketing and Virgin Money’s content, the event was an endlessly rich source of inspiration.

The real-world impact of the sponsorship is testament to the power of a sponsor and rightsholder sharing common purpose.

“Andrew understands the power of building trust and lasting relationships. An innovative and creative thinker, he always looked for ways to work collaboratively, create mutual value and deliver real impact.”

Hugh Brasher: Event Director

(collaborator: graystudio)