The Week: Brand news - Virgin takes on marathon

Virgin Money will take over from Flora as the sponsor of the London Marathon from 2010 after its parent company Virgin sealed a £17 million five-year deal.

Unilever's Flora decided to end its 14-year sponsorship of the annual event in December. After Flora succeeded NutraSweet as the race's sponsor in 1996, it used the event to launch products and campaigns such as: "You don't have to run a marathon to love your heart."