London Marathon grantmaker rebrands to boost funding reach

London Marathon Charitable Trust has rebranded to become London Marathon Foundation as part of a rebrand aimed at boosting the physical activity charity’s funding reach.

It is hoped the name change will help the grant maker to “connect new groups and communities with funding” as it looks to “extend its funding reach and impact”.

“This new name and design is modern, accessible and builds on a new operational strategy centred on inspiring, encouraging and championing participation and diversity in physical activity,” it added.

It also hopes the rebrand will help focus on its “priority audiences” including young people and marginalised groups.

“Looking to the future, the new name and design underpins the London Marathon Foundation’s ambition to be recognised not only as an impactful funder, but as a leading voice for change in the sport and physical activity for development sector,” it said.

The charity was founded in 1981 by London Marathon founders Chris Brasher add John Disley to distribute surplus funds from the event. It has awarded £98m in grants across the UK since it launched.

It is the parent charity of the event’s organisers London Marathon Events.

📢 Announcement

We're changing our name to the London Marathon Foundation, as part of a rebrand designed to extend our funding reach and impact.

Hear from our Executive Director, Catherine Anderson, about why we're excited for the future as the London Marathon Foundation! pic.twitter.com/yN97bxXBQq
— London Marathon Foundation (@LMFoundation_) February 21, 2023

London Marathon Foundation executive director Catherine Anderson added: “After more than 40 years of funding more than 1,500 projects that have inspired activity across London and the UK, now is the right time to modernise our brand to support the charity we are today and want to be.

“We’re excited for how we can inspire activity and change lives as the London Marathon Foundation, directing our funding to where it’s most needed and creating more opportunities for those who need the most help to be active – continuing the legacy of the London Marathon co-founders and helping many more people lead active and healthy lives.”