Saucony announced as title partner for the Saucony London 10k

Saucony’s supporting campaign, ‘TAKE ON LONDON’, aims to inspire and connect London’s running community 

London, UK | The London 10k will now be called the Saucony London 10k, with the running brand announced as the event’s title partner. 

2024’s event, taking place through the iconic streets of the capital on Sunday 14 July, is widely regarded as the capital’s leading 10km running event, taking in the iconic landmarks of London coupled with a vibrant atmosphere.

Saucony, a leading global performance running brand that fuses innovation, style and culture, will use The London 10k as a moment to present its new brand identity, which consolidates the lifestyle and run divisions of the business. The partnership and its supporting campaign, ‘TAKE ON LONDON’, exemplify Saucony’s ongoing commitment to the community running space in London. 

TAKE ON LONDON is a summer-long celebration that combines the joy of running with London’s rich heritage and vibrant modern lifestyle. This inclusive event series is designed for runners of all skill levels to explore the city, enhance their fitness, and enjoy communal activities. It focuses on camaraderie and personal growth rather than competition. Saucony will enlist the capital’s leading run clubs to bring a new wave of running culture to everyday runners taking part. 

“Saucony and the event are perfectly aligned in values and vision, with a powerful commitment to getting the capital active. This is the first time Saucony has been the title partner of a UK race, marking an exciting moment and new direction for Saucony,” said Cameron Black, VP GM Saucony EMEA.

“We are looking forward to a long-lasting and meaningful partnership that will harness the well-established local run community to continue driving forward the sport with an inclusive, inspiring, and energetic environment in London each summer.”

Ian Allerton, Director of Operations at London 10K says: “We are so excited to welcome Saucony as the new title partner of the London 10K from 2024 onwards.  The Saucony London 10K is recognised as one of the world’s leading city centre 10Ks, and has been a hugely popular ever-present date in the UK running calendar since its launch in 2001.

“Last year’s 2023 edition was the largest for over 10 years, with 17,000 runners taking part and raising over half a million pounds for charities, across both London and the wider UK.  

“We are now delighted to work with Saucony on the London 10K’s next chapter, with our goals firmly aligned on delivering a unique and inspiring opportunity for local communities and runners of all abilities to get active, whilst enjoying our wonderful capital city in all its summer glory.”

The Saucony London 10K boasts an electric atmosphere with live bands and DJs lining the route alongside the thousands of cheering supporters. 2023’s edition saw record entries, with over 17,000 runners and over half a million pounds raised for charity. 

Starting on the edge of Green Park, just a short walk from Buckingham Palace, participants take in an array of the capital’s most iconic sites, including Westminster Bridge, the London Eye, Piccadilly Circus, Big Ben, and Trafalgar Square, before finishing on Whitehall, just past Downing Street.

Entries for the Saucony London 10k are on track to sell out again this year. To sign up or find out more, visit sauconylondon10k.com