Flora Returns as Official Partner of the TCS London Marathon in Multi-Year Deal

Flora has renewed its partnership with the TCS London Marathon, becoming an official partner of the event for a third time. The three-year agreement, commencing with the 2026 marathon on Sunday, April 26th, builds upon a long-standing association between Flora and the iconic race. Talking Retail first reported the news on February 16, 2026.

A History of Partnership

Flora previously held the title partnership from 1996 to 2009 and served as a supporting partner from 2020 to 2023. This latest collaboration underscores Flora’s commitment to supporting healthier, more active lifestyles and its connection to the sporting world. Flora highlights the marathon’s values of inclusivity, passion, and community.

Supporting Runners’ Wellbeing

The renewed partnership will focus on providing support to runners throughout their training journey. Flora will create delicious and nutritious recipes designed to fuel marathon preparation and will have a presence on race day to contribute to the event’s atmosphere. The brand emphasizes its role in providing nourishment and supporting positive dietary choices for active individuals.

Key Quotes

Ian Hepburn, UK & Ireland head of marketing at Flora Food Group, stated, “Returning to the TCS London Marathon feels incredibly special for Flora. This event has always stood for inclusivity, passion and community, values that align perfectly with our brand. Flora brings culinary credibility, taste and nourishment to support fuel runners in their marathon training and all people who want to craft positive choices about what they eat.”

Hugh Brasher, CEO of London Marathon Events, added, “We’re delighted to welcome Flora back as an official partner of the TCS London Marathon. Flora has a proud history with the event and a genuine commitment to supporting runners at every stage of their journey. Their focus on fuelling and wellbeing will be a valuable addition for participants as they prepare for and take part in this year’s race.”

Beyond the Marathon: A Broader Sporting Landscape

This partnership follows London Marathon Events being awarded Event Of The Year at The Sport Industry Awards in 2025. Sport Industry Biz also reported on other recent sporting partnerships, including a deal between iPadel and Crew Clothing, and the introduction of virtual reality technology into England Football Learning’s CPR training.