London music running event switches from half-marathon to 10km with new sponsor Sure

Run to the Beat is to return in 2014 as a 10km event rather than a half-marathon, organisers have announced, with deodorant brand Sure also having been named as title sponsor for the next three years.

As a half-marathon event, Run to the Beat boasted headline acts such as Jessie J, Calvin Harris, DJ Fresh and Tinie Tempah, with 96,000 runners having clocked up over one million miles in the six 13.1 mile races.

Taking place on September 14 and organised by IMG Challenger World, the new DJ-lined 10km route will take 15,000 runners around Wembley Park.

“Change is good. We have delivered the Run to the Beat half-marathon for six years and as we are moving venue to Wembley Park, it’s a great opportunity to try something new,” commented James Robinson, managing director at IMG Challenger World.

“To date we have given 96,000 participants the opportunity to take part in the most unique running event in London, a half-marathon set to music, and now we want to give people the opportunity to get the same experience with a 10km.”

He added: “We definitely plan to host the Run to the Beat half-marathon again. Long term there is the possibility to host both the half-marathon and 10km together but we haven’t started looking into that yet.”

While organisers state the 2014 Run to the Beat is subject to final agreement with TfL, Brent Council and other statutory bodies, entries are due to go on public sale on April 4.

Runners can register their interest now at www.runtothebeat.co.uk to gain access to a 48 hour priority window which begins April 2.

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