Sportswear manufacturers New Balance have signed a long-term sponsorship agreement with the London Marathon to become the official shoe and kit sponsor of the race.
The deal between the American-based company also includes other events organised by London Marathon Events such as the Westminster Mile, the Vitality London 10,000 and the Standard Chartered Great City Race.
It also includes the Big Half, an annual mass participation race over the half marathon distance which will first be held in March next year.
"New Balance is the ideal sponsor for London Marathon Events and we look forward to working with them over the coming years," London Marathon event director Hugh Brasher said.
"Our company values are perfectly aligned and both organisations work to give back to the communities in which we operate.
"As part of the agreement, New Balance will make an annual contribution direct to The London Marathon Charitable Trust, which works to inspire activity and fund recreational projects in the areas where we organise events."
New Balance are also the official shoe and kit sponsor of New York Road Runners and the New York City Marathon.
The relationship between the company, founded in 1911 and whose headquarters are in Boston, and the London Marathon dates back to the 1980s, where New Balance was the shoe and kit sponsor.
"We are eager and excited to begin our long term sponsorship with London Marathon Events and the charities they support," said Tom Carleo, vice-president of running at New Balance.
"The values, history and vision of the two brands have amazing synergies.
"Together we will bring energy, creativity and passion to the world class events that the London Marathon team has created."
The announcement of the deal comes as the public ballot for next year's London Marathon, one of the World Marathon Majors, opened.
It is due to close at 5pm on Friday (May 5).