SportDirect sponsors Race For Life is developing a range of “Race for Life” branded sportswear and merchandise following signing a long-term sponsorship deal with event owner Cancer Research UK.


The deal means the retailer is now the official sportswear partner for the event which attracts 680,000 participants each year, until 2012.

It will promote the event in-store and via its online communications in addition to developing the bespoke range. Reebok was previously the former official apparel and training partner.

The retailer has appointed PMA Marketing to create an online campaign to support the partnership which will see participants encouraged to send video messages of thanks to their sponsors.

Race for life is the largest women only fundraising event in the UK which this year features over 230 events taking place around the country between May and July.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here