London Marathon Sponsor Virgin Money hires Mischief PR

Mischief PR has been appointed to promote Virgin Money’s headline sponsorship of this year’s London Marathon. Now in its second year of sponsorship , Virgin Money took over from the Unilever brand Flora in a £17 million, five-year deal.

Mischief will report into Andrew Nicholson, head of sponsorship marketing at Virgin Money, who told the Sponsorship Bulletin: “We love supporting the London Marathon, largely because it’s the biggest annual fundraising event in the world. As we planned our first year of sponsorship we were determined to think of it as more than a badging exercise. The event and the amazing people who take part helped us realise there was a better, more efficient way for people to raise money online with a not-for-profit business model which is unique in online fundraising.

“And we’re delighted with what’s been achieved: Over 2,400 charities signed up to using Virgin Money Giving; Over 40,000 fundraisers supporting their charities through our website and over £25 million raised for good causes to date. By only covering our running costs, and by offering a free Gift Aid reclaim service for charities, a staggering £1 million more has gone to charity.”