The London Marathon is one of the biggest running events in the world, and one of the five top world marathons that make up the World Marathon Majors competition, which has a $1 million prize purse. It has been held each spring in London since 1981.
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As part of the deal, Buxton will supply some 750,000 25cl bottles of water to the runners, while the brand will in return receive a range of commercial rights and assets, including course branding, programme advertising, hospitality, promotional space at the Virgin Money London Marathon Exhibition, and a number of places in the race.