Buxton Water has been named as the official water of next year’s London Marathon, in a contract worth 750,000 bottles.
The agreement will see 250-mililitre bottles of the natural mineral water distributed to thousands of runners at stations along the famous 26-mile course in the capital in April.
The Buxton firm will also receive a range of commercial rights and assets as part of the deal, including extensive course branding, programme advertising, hospitality, promotional space at the marathon exhibition, and a number of places in the race.
Andrea Cahill, Buxton brand manager, said: “Our consumer insight has shown that running is a popular activity and of interest to Buxton’s core target audience so we are delighted to announce our new partnership with the Virgin Money London Marathon.
“The race is the perfect partner to support Buxton’s new brand positioning, which focuses on promoting vitality and well-being.”
She added: “We very much look forward to working with the organizing team to ensure that the estimated 36,000 thousand runners at next year’s event stay well hydrated with Buxton Water.”
Hugh Brasher, director of the marathon, said: “Keeping well hydrated can make or break a marathon so we’re delighted that Buxton Water will be helping our runners to stay hydrated as they make their way towards their marathon goals in April.”
The High Peak drinks company, which was acquired by Nestle Waters in 1993, relocated from Station Road last year opening a £35 million bottling plant off Waterswallows Lane.
The 33rd London Marathon, which will take place on April 13, 2014, is the 15th that has been supported by Nestle Waters, but the first that has involved its flagship product Buxton Water.
Buxton Water is also the official water supplier of the England men’s and women’s cricket teams, providing bottled water for all home international matches.