London Marathon Events (LME) has announced Voltarol as the Official Pain Relief Partner of the TCS London Marathon.
The agreement will cover the 2024 and 2025 editions of the TCS London Marathon and will also see Voltarol bring to life its long-term partnership with Gay Times, a UK-based LGBTQIA+ media owner. The activation will be stationed at Rainbow Row, a popular section of the route which celebrates the LGBTQIA+ communities.
Voltarol will use its expertise to help participants prepare holistically for the TCS London Marathon by providing guidance to help tackle pain. The brand’s ‘More than Running’ campaign seeks to empathise with runners, no matter the level, understanding that an individual’s running motivation and journey goes beyond just the physical element.
Hugh Brasher, Event Director of the TCS London Marathon, said: “We are delighted to welcome Voltarol as the new Official Pain Relief Partner of the TCS London Marathon. We believe the expertise Voltarol and its products has in providing pain relief will come as a huge benefit to thousands of our participants as they ramp up their training prior to Marathon Day and to many after the event, too.
“The Voltarol commitment to inclusivity and working with all communities is also very much aligned to our ambition to make the TCS London Marathon the most welcoming marathon on the planet and we are thrilled that Voltarol will be helping to make Rainbow Row, our incredible section on the route that celebrates the LGBTQIA+ communities, even more fun over the next two years.”
Monica Michalopoulou, Haleon GBI Marketing Director, said: “Voltarol is extremely excited to be an official TCS London Marathon partner. As a trusted expert in pain relief with a purpose built on inclusivity in sport and movement, we feel the partnership is a great fit. This is an opportunity to empower all individuals to find confidence and joy in movement, whether an everyday walk or a marathon.”
Rainbow Row is located just past the 21-mile mark on the TCS London Marathon course. It was created in 2022 to bring energy, entertainment and inspiration to participants at one of the toughest parts of the course.
To help runners prepare, Voltarol will be at the TCS London Marathon Running Show offering massages and advice for Event Day.
The partnership between the TCS London Marathon and Voltarol was brokered and will be managed by Publicis Sport & Entertainment.