London Marathon Names New Balance Official Shoe, Kit Sponsor

New Balance will become the official shoe and kit sponsor of the London Marathon in a long-term agreement announced on Monday. The sponsorship will also include other events organized by London Marathon Events Ltd., including the 2018 Westminster Mile, the London 10,000, the Great City Race and The Big Half, the new half marathon in London. NB will make an annual contribution to The London Marathon Charitable Trust, which works to inspire activity and fund recreational projects. The relationship between NB and the London Marathon dates back to the early '80s, when NB was the shoe and kit sponsor in the formative years of the event (London Marathon). FOOTWEAR NEWS' Peter Verry reported NB announced in Dec. '15 that it would become the shoe and kit sponsor of New York Road Runners and the New York City Marathon starting this year. That deal is for 10 years (FOOTWEAR NEWS, 5/1).