The London Marathon has a new sponsor from 2010, with Flora due to end its 14-year association with the world's most popular 26-mile race in 2009.
Virgin Money has splashed out £17m on a five-year deal, aiming to help runners raise even more money for good causes.
"It's an epic and inspirational event and raises a fantastic amount of money for great causes," said Virgin boss Sir Richard Branson.
"It's the single biggest fundraising day on the planet."
Since the London Marathon began in 1981 more than £400m has been raised for charity by fun runners.
The inaugural London Marathon saw 6,255 runners finishing on Constitution Hill.
More than five times that number crossed the finish line on The Mall in 2008 and the 2009 event has already received more than 110,000 UK applications for the public ballot.
Race director David Bedford said: "I am delighted the event has developed to a level where such a high quality company has agreed to be our new sponsor."
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