The annual London Marathon has secured its latest commercial partner, with HubSpot being revealed as the event’s official customer platform in a multi-year deal.
The AI-powered software company will use its marketing, sales, and customer service platform to enhance the London Marathon’s digital presence.
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This three-year partnership will begin with this year’s London Marathon, which will take place on April 27, and run through the 2027 edition of the marquee event.
Speaking on the partnership, HubSpot managing director for Europe, the Middle East, and Asia Mark Barry said: “HubSpot is dedicated to helping small and medium-sized businesses go the distance. The TCS London Marathon represents the kind of determination and continuous improvement that resonates deeply with HubSpot's mission of helping millions of organizations grow better.”
In the lead-up to the 2025 running, the London marathon Events organizing body has secured a number of partners for the race.
Recently, headphone brand Shokz was announced as the race’s official headphone partner in a two-year deal that includes a Shokz-branded tunnel on the course that will feature curated audiovisual experience for participants.
In January, meanwhile, high-protein food brand GetPRO was announced as the race’s official yoghurt partner in a deal that also runs through 2027.
Other commercial partners of the London Marathon include shower and bathing brand Radox, sports shoe manufacturer New Balance, water brand Buxton, luxury watch firm Tag Heuer, and soft drink Lucozade.
The London Marathon is title sponsored by prominent India-based IT company Tata Consultancy Services (TCS).
TCS picked up the rights in 2021 and will cover the event through 2027.
