The brand has launched an initiative to support runners fundraising efforts Deo Kato is running from Cape Town to London for the first time since 2009. The margarine brand, which sponsored the event for 13 years in a row, has once again secured a collaboration with the UK’s largest annual race from 2020 to 2023.
Advertisement - Continue Reading Below Runners crowned 2024 World Athletes of the Year. However, non-elite runners can still participate virtually by completing their own personalised route within 24 hours.
In support of the thousands of people running the race for charity, Flora has launched an initiative to boost fundraising efforts. From now until the marathon, the company has promised to donate £1000 to a different participant every week. To be in with a chance of receiving a donation, runners are asked to share their running story and explain why they chose their specific charity.
Deo Kato is running from Cape Town to London running kit and guaranteed places in next year’s London marathon.
To further support runners, Flora has teamed up with marathon legend Paula Radcliffe, who will provide exclusive training and nutrition guidance on the company’s website.
Now an official brand ambassador, Radcliffe speaks of the importance the spread held in her early nutrition plans. 'When I first started running, my pre-race fuel was always a slice of wholemeal toast, with Flora on top and a hot tin of tomatoes with cheese crumbled in,' she says.
While this year’s runners won’t be able to cover the usual route, they can still register their participation by using the official Race App. All finishers will also receive a medal, New Balance The brand has launched an initiative to support runners fundraising efforts.
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