Paula Radcliffe, who won three London Marathon titles and broke the world record while Flora was the event’s headline sponsor, becomes a Flora running ambassador

Flora is to return as a partner of the Virgin Money London Marathon in a four-year deal that will run from 2020 until 2023.

Paula Radcliffe, who won three London Marathon titles and broke the world record (pictured) while Flora was headline sponsor of the event, has also become an official Flora running ambassador to mark the partnership and will provide training and nutrition tips.

“I am thrilled about Flora coming back on board as an official partner of the London Marathon and delighted to be partnering with them as the Flora running ambassador,” said Radcliffe.

“All of my wins in London came when the race was known as the Flora London Marathon and this partnership ties in with my beliefs on healthy living and keeping the family active and eating healthily.”

To celebrate the partnership, the plant-based margarine brand is launching an initiative to support runners in this year’s virtual race who are fundraising for small charities so reliant on funds raised by runners of the event. Every week from now until race day on October 4, the company will donate £1000 to one marathon participant upon sharing their running story detailing which charity they are running for and why.

Further prizes will also be available, including running kit and places in the 2021 Virgin Money London Marathon.

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Hugh Brasher, event director of the Virgin Money London Marathon, said: “Everyone has such fond memories of our previous partnership with Flora and we are delighted to be able to renew that relationship.

“It is particularly fitting that Flora, which has played such a large part in our history, is back as a partner for The 40th Race on Sunday 4 October.

“It says so much about the status of the London Marathon that we are welcoming this new partnership at a time when so many businesses in so many industries are facing an uncertain future.”

This year’s London Marathon will feature elite races only on a closed-loop course around St James’s Park, while mass runners in the virtual event will take on the 26.2-mile distance on a course of their choice from wherever they are in the world.