Britvic sponsors marathon race

Marketing 13-Jul-05, 11:41

Britvic is to run its first corporate brand drive after signing up as headline sponsor of the Marathon of Britain.

The deal marks a shift in strategy for the drinks company, which has previously focused its marketing activity on individual brands such as Robinsons and J20.

Britvic category director Andrew Marsden said the sponsorship fitted well with its health and wellbeing initiatives, adding that it aimed to raise the profile of the six-day, 175-mile event. The race takes place in September and will raise funds for the charity Action on Addiction.

Britvic will also use the marathon to promote its Pennine Spring water brand, supplying 20,000 bottles to the athletes and support crews at the event.

Britvic acquired the brand when it bought the Ben Shaws water business late last year (Marketing, 3 November 2004).