UK deodorant brand Sure has signed a three year title sponsorship deal with Run to the Beat, London’s music running event. In a total refresh of the live event which has taken place over the last six years, Run to the Beat will go from half marathon distance to 10k and will take place at a different venue.
Previously a 13.1mile run with headline acts such as Jessie J, Calvin Harris, DJ Fresh and Tinie Tempah, Run to the Beat will take place on the Sunday 14 September when 15,000 participants will make their way around a brand new 10k course at Wembley Park, home to Wembley Stadium and arena.
After hosting 96,000 runners and clocking up over one million miles since 2008, this year organisers want to give 10k runners the chance to experience a music-orientated run.
Hannah Kehoe, Sure UK Brand Manager said: “Partnering with Run to the Beat is a hugely exciting opportunity for the Sure brand. This unique event combines two of our key passions – running and music – and will allow us to share our brand philosophy of ‘DO:MORE’ with keen runners and music fans alike.”
Leukaemia & Lymphoma Research is once again the official charity for Run to the Beat. Last year was one of the most successful running events in the charity’s recent history with over 2,000 participants collectively raising more than £400,000 to invest in improving the lives of blood cancers patients across the UK.