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Apply for Charity of the Year

Apply now to become Charity of the Year for the 2024 TCS London Marathon

London Marathon Events (LME), organiser of the TCS London Marathon, is looking to appoint a Charity of the Year (COTY) partner for the 2024 event.

The TCS London Marathon is the world’s most successful one-day annual fundraising event, having raised well over £1 billion for thousands of charities since 1981. Charities and their runners play a central role in making it such an incredible occasion.

LME also organises many other leading mass participation events in running, cycling and swimming including The Big Half, Vitality London 10,000, RideLondon and Swim Serpentine. 

Who should apply?

Any UK-registered charity of any size that is looking to fund an innovative project (or projects) that will create a lasting impact for its beneficiaries is welcome to apply to be COTY for 2024. We’re interested in projects that will be financially sustainable and deliver long-term benefits to the organisation. Partnerships of charities are also eligible to apply.  

We ask that charities consider the work required to deliver on the potential of this opportunity before applying. Charities that develop a compelling but simple communications campaign alongside a robust fundraising and recruitment plan are most likely to succeed.

The chosen charity will receive help from our team and our partners to deliver its campaign and maximise its impact.

What is the process?

UK-registered charities are invited to apply using the application form here.

  • The closing date for applications is 17:00 on Tuesday 31 May 2022. No applications will be accepted after the deadline.
  • Your responses to the questions in the form will be assessed by the LME COTY panel and used to select the shortlist. The shortlist is expected to be announced w/c 20 June.
  • A minimum of five charities will be shortlisted and invited to present to the LME COTY panel on Monday 18 July 2022.
  • Following the shortlist pitches, two charities will be asked to a final presentation in the week beginning 1 August 2022. We will not be able to provide individual feedback on unsuccessful applications, but we will aim to provide general feedback to all charities that apply.
  • The full set of application questions can be viewed here

What we’ll offer you

The TCS London Marathon COTY is a unique opportunity for a charity to reach new audiences and raise millions for its cause. As COTY for 2024, the charity will receive:

  • 250 guaranteed places at ballot price in 2024, plus 50 in 2025, 25 in 2026 and 10 in 2027. These places are in addition to any places your charity may already hold
  • 250 guaranteed places in the virtual 2024 TCS London Marathon (at standard entry price)
  • Exclusive use of the title ‘Official Charity’ in the 12 months from the end of the 2023 event up to the 2024 event
  • Other benefits including opportunities to feature in participants’ communications, dedicated social media posts, invitations to media functions, introductions to other event sponsors, support from the London Marathon Events PR team and much more
  • The successful COTY for 2024 will be invited to attend regular planning meetings and shadow the 2023 COTY in the run-up to the 2024 marathon

Previous Charities of the Year

  • 2010: CLIC Sargent 
  • 2011: Oxfam 
  • 2012: Team PB (Prostate Cancer Charity and Breast Cancer Care) 
  • 2013: YouthNet and Age UK 
  • 2014: Anthony Nolan 
  • 2015: Cancer Research UK 
  • 2016: NSPCC 
  • 2017: The Royal Foundation's Heads Together Campaign 
  • 2018: Teenage Cancer Trust 
  • 2019: The Dementia Revolution (Alzheimer's Society & Alzheimer's Research UK) 
  • 2020: Mencap 
  • 2021: Macmillan
  • 2022: British Heart Foundation

About London Marathon Events

Here at LME, we are guided by our vision of Inspiring Activity. Our mission is to deliver excellence in mass participation sporting events, encouraging participation in sport across all demographics and abilities.

LME has led the world in showing the power of mass participation sport as a force for good. We are immensely proud of the positive impact our events have had on millions of people since the first London Marathon in 1981 – inspiring movement, improving physical and mental health, bringing communities together, raising huge sums of money for charities and supporting local businesses.

Our nine pillars guide everything that we do. These are: 

  • To have fun and provide some happiness and a sense of achievement in a troubled world
  • To show the world that, on occasions, humanity can be united
  • To inspire more people to take up sport
  • To maximise revenue for charities
  • To improve the overall standard and status of British distance running
  • To raise money for the provision of recreational facilities in London, the areas where we organise events and across the UK
  • To help London tourism
  • To show when it comes to organising events, 'Britain is best'
  • To inspire and deliver innovation in mass participation event sustainability
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