London Marathon to see activations from Buxton, Lucozade and London Pride

Drinks brands Buxton, Lucozade and London Pride will all have a presence at this year's London Marathon, which is taking place on 24 April.

Buxton's 'Lane of Heroes' will see participants run a portion of the race with their loved ones
Buxton's 'Lane of Heroes' will see participants run a portion of the race with their loved ones

Buxton will be handing out free bottles of water to participants from mile three, and the brand has created the 'Lane of Heroes' – an 80-metre track where runners will be able to complete a portion of the race with their loved ones.

The 15 runners to be granted use of the track will be revealed on Friday (15 April), after Buxton's competition closes on Twitter. 

Lucozade is taking over mile 23 of the course for a series of branded activities, and the brand will hand out free samples of orange flavoured Lucozade Sport, as well as its Carbo Gels from branded stations throughout the race. 

Brewer London Pride will make an appearance at the halfway point, and is also giving two competition winners the chance to view all of the action from the lead vehicle of the race. 

Off the track, a number of brands will be activating at the free London Marathon expo, which is taking place at Excel London from 20-23 April. 

New Balance will be offering discounts and giveaways, meanwhile Sony, Adidas and Garmin will be offering attendees the chance to try out new fitness products at their stands. 

Last year's expo included a 37,073 sq ft activation from Virgin Money, created by agency RPM.

The marathon sees high demand for its limited number of places. This year's race attracted 247,069 applications, however only 38,000 runners are expected to cross the start line.
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