Flora Returns as Official Partner of the TCS London Marathon
The TCS London Marathon has announced a renewed partnership with Flora, marking the food brand’s return as an official partner starting with the 2026 event on Sunday, April 26. This collaboration signifies the third time Flora has partnered with the iconic race, having previously served as its title sponsor from 1996 to 2009 and as a supporting partner from 2020 to 2023.
This renewed partnership aims to enhance runners’ nutrition and wellbeing, with Flora committed to providing recipes and advice to facilitate participants fuel their training effectively. Flora will also maintain a presence on race day, contributing to the event’s vibrant atmosphere.
Ian Hepburn, Head of Marketing at Flora Food Group, expressed excitement about the partnership, stating, “Returning to the TCS London Marathon feels incredibly special for Flora. This event has always stood for inclusivity, determination and community, values that align perfectly with our brand. Flora brings culinary credibility, taste and nourishment to help fuel runners in their marathon training and all people who want to build positive choices about what they eat.”
Hugh Brasher, CEO of London Marathon Events, added, “We’re delighted to welcome Flora back as an official partner of the TCS London Marathon. Flora has a proud history with the event and a genuine commitment to supporting participants at every stage of their journey. Their focus on fuelling and wellbeing will be a valuable addition for participants as they prepare for and take part in this year’s event.”
In 2025, London Marathon Events won the Event Of The Year award at the Sport Industry Awards, showcasing the event’s status, and popularity.
iPadel Enters Partnership with Crew Clothing
In a separate development, iPadel, a UK padel league operator, has secured a partnership with British lifestyle brand Crew Clothing. Under this agreement, Crew Clothing becomes the official and exclusive performance apparel partner for iPadel, providing outfits for staff across its Winter and Summer Leagues. Ipadel players will also enjoy exclusive discounts on Crew Clothing products.
This partnership marks Crew Clothing’s expansion into performance-led lifestyle apparel, following the launch of its Crew Sport collection in 2025. Crew Clothing is already involved in various British sports sponsorships, including partnerships with the England Red Roses, Henley Royal Regatta, the Lawn Tennis Association, and Exeter Chiefs.
Jon Baker, Sponsorship Projects Manager at Crew Clothing, emphasized the significance of this collaboration, noting, “Padel is one of the most exciting growth sports in the UK right now, and iPadel is playing a key role in shaping its future. Becoming Official Performance Apparel Partner is a natural fit for Crew, allowing us to support players and staff with Crew Sport – technical, performance-led clothing that reflects our British sporting heritage and our ongoing commitment to supporting sport at every level.”
Ian Colligon, Founder and Director of iPadel, expressed pride in the partnership, stating, “We’re so proud to partner with Crew Clothing as our Official Performance Apparel Partner. They are a brand with real heritage in British sport and with a clear momentum behind them, and we’re delighted to have them on board.”
Virtual Reality Enhancements in England Football Learning
England Football Learning is set to incorporate virtual reality (VR) technology into its CPR training starting in March, as part of its medical education pathway. The VR component was piloted successfully at St George’s Park, where over 80 medical tutors and practitioners provided feedback to refine the program before its formal rollout.
The initiative will be integrated into the Advanced Trauma Medical Management in Football and Intermediate Trauma Medical Management in Football courses, with plans for further expansion across the medical pathway. This program has been developed in collaboration with Portico, a virtual reality learning provider, and is based on research discussions with the University of Sheffield Advanced Manufacturing Research Centre.
Over the past eight months, England Football Learning has worked on the development of the VR training, which utilizes hand-tracking technology to allow learners to perform CPR on a mannequin without handheld controllers. This innovation aligns with the broader trend of using simulation in sports medicine education, aimed at enhancing emergency preparedness within both professional and grassroots football settings across England.
Looking Ahead
As the TCS London Marathon approaches, with Flora’s support, runners can expect not only nutritional guidance but also a heightened sense of community and inclusivity that the event embodies. Meanwhile, iPadel’s partnership with Crew Clothing is poised to enhance the sporting experience for players and staff, reflecting the growth of padel in the UK. The introduction of VR in CPR training by England Football Learning represents a significant step forward in medical education within the sport.
These developments highlight the ongoing commitment of various organizations to enhance the sporting experience through partnerships and technological advancements. As these changes unfold, the sporting community stands to benefit greatly, paving the way for a more engaged and well-prepared participant base.
