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New Balance teams up with London Marathon

US sportswear brand New Balance has agreed a deal to become the official shoe and kit sponsor of the London Marathon.

The multi-year deal also includes sponsorship of other races sponsored by London Marathon Events, including the Westminster Mile, the London 10,000, the Great City Race and The Big Half, a recently-announced half-marathon event.

New Balance will make an annual donation to the London Marathon Charitable Trust as part of the agreement.

“New Balance is the ideal sponsor for London Marathon Events and we look forward to working with them over the coming years,” event director Hugh Brasher said. “Our company values are perfectly aligned and both organisations work to give back to the communities in which we operate."

New Balance previously served as the shoe and kit sponsor of the London Marathon during the 1980s. The company currently holds a similar agreement with fellow World Marathon Majors event the New York City Marathon.