Isotonic drinks manufacturer Lucozade Sport has agreed a three-year partnership with mass participation event organiser Nova International to sponsor its UK-long distance running property the Great Run Series.
The deal runs until 2016 and Lucozade Sport will be the official sports drink partner of the Great Run Series’ 14 events, including its flagship Great North Run, providing drinks for more than 370,000 competitors.
Lucozade already has an established presence in UK distance running through its ongoing 12-year deal with the London Marathon.
Like the London Marathon, the Great North Run enjoys prominent television coverage through public-service broadcaster the BBC.
The 2014 Great Run Series got under way with the Great Winter Run in Edinburgh’s Holyrood Park last month and continues with the Great Ireland Run in Dublin on April 6.