Fuelling the London Marathon


Another year, another fantastic Virgin Money London Marathon

 For the 16th year in a row, Lucozade Sport was at the forefront of fuelling and motivating the record number of marathon runners. As ever, the event captured the attention of people around the world as one million spectators descended on the British capital to cheer on those brave enough to tackle the 26.2 miles.
An activation team compiled of a number of our people and an army of public volunteers’ set-up, branded and manned the Lucozade drink and gel stations along the course. More than 900,000 products were given out to help the runners on their epic journey through the streets of London and the Lucozade Sport cheer zone at ‘Mile 23’ was at the heart of the activation once again, helping the runners overcome the infamous ‘wall’.


A record-breaking event

  • Record number of starters: 40,048
  • Record number of finishers: 39,478
  • Record number of Guinness World Records in one event: 39
  • All-Women’s World Record: Mary Keitany – 2:17:01 
  • Seventh title for David Weir
  • Peak BBC TV audience: 3.3m
  • Trended worldwide on twitter from 9am – 4pm on race day
Prior to the marathon, Lucozade Sport was present at the Virgin Money London Marathon EXPO at the ExCel centre. The stand provided a chance for runners and their friends to take part in our #MadeToMove social media competition to win £1,000 for their chosen charity. Aligned to the campaign’s objective of getting one million more people moving by 2020, to enter the competition they had to challenge 10 friends to run one mile each and post a sweaty selfie on Instagram. The stand also provided the ever-popular pace bands, Sport Science advice and marathon packs to further aid the runners in their final preparations.


Crossing the barrier

Hector Dolan, Account Director, CSM, reflects on his first experience as a runner in the London Marathon
For the past seven years my perspective of the Virgin Money London Marathon has been through the eyes of Lucozade Sport and the brilliant year-long engagement and activation our team deliver for the brand, runners and supporters.
This year it was finally my turn to pull on my running shoes, train through the winter months and take on the dreaded ice baths after miles of plodding around Richmond Park.
I’ve been lucky enough to take part in quite a few events, but standing on that start line was different. Knowing first-hand how many people and how much work has gone in to getting London ready, traffic-free and safe to accept a record 40,000 runners and one million supporters was special.


 Everyone says it, but the atmosphere really is like no other. Three people deep from start to finish ready to shout your name, offer a motivating word and a rummage in their box of sweets (they’re not strangers if they shout your name…!). London is a magnificent place to be on marathon day, it’s unrecognisable from our normal day-to-day experience; eye contact, smiles and encouragement.
There were plenty of highs and lows during training and I had my challenges around those 26.2 miles, as I’m sure many of the other runners did, but I also had my reasons to get across that finish line.
Marathon day didn’t disappoint. A big tick on the bucket list! Sign me up again…
Hector Dolan
Account Director, CSM