Vittel had sponsored the marathon for 11 years, but Nestle decided to switch to Nestlé Pure Life from the 2010 race to raise awareness of the brand among families.
The swap comes in the same year that the marathon’s headline sponsorship moved from Flora to Virgin.
Rebecca White, head of marketing at Nestlé Waters UK, says: “We’re delighted to be associating the Nestlé Pure Life brand with such a fantastic, high-profile event as the London Marathon. As an event that brings families together to cheer each other on, Nestlé Pure Life will be there to keep kids and adults alike well hydrated whether they’re taking part or simply watching.”
Nestlé claims that the Pure Life brand is perfect for mums trying to encourage their family to adopt a healthier approach to food and drink.
To celebrate its first year as sponsor Nestlé Pure Life will have its own running team, with a total of 50 colleagues from a range of Nestlé businesses across the globe. Running experts Full Potential will be coaching the team to ensure they each achieve their personal best.