The London Marathon was staged for the 42nd time on Sunday 2nd October. Thousands of club and recreational runners shared the streets of the capital with a host of elite runners to complete, for many, their ultimate physical challenge.

In October 2019, Eluid Kipchoge will attempt to break one of the great barriers in men’s athletics, the two-hour marathon. Supported by INEOS, Kipchoge plans to better his time of 2:00:25 set during the Nike Breaking 2.0 project in May 2017.

Beer companies have a long history of sports sponsorship. Beer remains a fixture within the top ten spending categories across the sponsorship industry. Major deals exist across high profile sporting properties such as the Football, Basketball and Rugby World Cups, which are synonymous with hospitality and fan engagement programmes.