Virgin Money has extended its title sponsorship of the London Marathon for a further five years, just a day after this year's race.
The company, the banking division of the Virgin Group, will now sponsor the race until at least 2017. The event will be renamed the Virgin Money London Marathon, having been the Virgin London Marathon since the company replaced Flora as title sponsor in 2010. A new logo will be introduced for the 2014 event.
“We are delighted to have Virgin Money as our race sponsors for another five years,” said Hugh Brasher, the London Marathon's race director.
“The event has gone from strength to strength since the first Virgin London Marathon in 2010. We have had some of the greatest fields in the history of marathon running and seen some of the best races in 33 years of the London Marathon.
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Brasher added: "Our runners have continued to raise more and more money for charity, many of them using Virgin Money Giving, and the Marathon itself continues to break all records for charity fundraising.
“We are convinced our partnership with Virgin Money will help to confirm our status as the world’s number one marathon.”
Jayne-Anne Gadhia, the chief executive of Virgin Money, added: “I am delighted to announce the extension of Virgin Money’s London Marathon sponsorship. It is such an epic and inspirational day and holds the record as the world’s biggest annual fundraising event."
The first three years of Virgin Money sponsorship, during which time Virgin Money launched a not-for-profit fundraising service called Virgin Money Giving, saw competitors raise some UK£150 million for charity.
34,278 runners finished this year's race, with the elite men's event won by Tsegaye Kebede of Ethiopia. Priscah Jeptoo won the elite women's race.