Previously sponsored by ASICS, the London 10K will now be called the Saucony London 10K, with the US running brand announced as the event’s title partner.
2024’s event, taking place through the streets of the UK capital on Sunday, July 14, is positioned as the capital’s leading 10km running event, taking in many of London’s landmarks.
The event was originally organised by Virgin Sport and then LimeLight Sports. In late 2023, with the closure of LimeLight, seven of its mass participation events, including the London 10K, were acquired by Y11 Sport & Media – with Motiv Sports in turn running the events acquired by Y11.
Saucony will use The London 10K to present its new brand identity, which consolidates the lifestyle and run divisions of the business. The partnership and its supporting campaign, ‘TAKE ON LONDON’, focus on Saucony’s ongoing commitment to the running community in London.
TAKE ON LONDON is billed as a summer-long celebration that… ‘combines the joy of running with London’s rich heritage and vibrant modern lifestyle. This inclusive event series is designed for runners of all skill levels to explore the city, enhance their fitness, and enjoy communal activities.
‘It focuses on camaraderie and personal growth rather than competition. Saucony will enlist the capital’s leading run clubs to bring a new wave of running culture to everyday runners taking part.’
“Saucony and the event are perfectly aligned in values and vision, with a powerful commitment to getting the capital active,” said Cameron Black, VP GM Saucony EMEA.
“This is the first time Saucony has been the title partner of a UK race, marking an exciting moment and new direction for Saucony. We are looking forward to a long-lasting and meaningful partnership that will harness the well-established local run community to continue driving forward the sport with an inclusive, inspiring, and energetic environment in London each summer.”
Ian Allerton, Director of Operations at the Saucony London 10K, added “We are so excited to welcome Saucony as the new title partner of the London 10K from 2024 onwards. The Saucony London 10K is recognised as one of the world’s leading city centre 10Ks, and has been a hugely popular ever-present date in the UK running calendar since its launch in 2001.
“Last year’s 2023 edition was the largest for over 10 years, with 17,000 runners taking part and raising over half a million pounds for charities, across both London and the wider UK.
“We are now delighted to work with Saucony on the London 10K’s next chapter, with our goals firmly aligned on delivering a unique and inspiring opportunity for local communities and runners of all abilities to get active, whilst enjoying our wonderful capital city in all its summer glory.”
The Saucony London 10K atmosphere is bolstered by live bands and DJs lining the route alongside thousands of cheering supporters. Starting on the edge of Green Park, just a short walk from Buckingham Palace, participants take in an array of the capital’s most iconic sites, including Westminster Bridge, the London Eye, Piccadilly Circus, Big Ben, and Trafalgar Square, before finishing on Whitehall, just past Downing Street.
