Kerman & Co advise The Virgin Money London Marathon on Digital Marathon deal with Paofit

14 April 2014

Kerman & Co, acting on behalf of The Virgin Money London Marathon,  drafted and negotiated the legal documentation and advised on all aspects of the ground breaking collaboration with Paofit with respect to the creation of the first ever ‘Digital Marathon’.

The announcement was made on Friday 11th April, two days in advance of the Marathon taking place. With two thirds of applications being turned away every year due to restricted numbers, no doubt this will spark an interest with runners worldwide. The digital experience will guide an individual through an incredibly realistic digital recreation of the actual marathon route allowing participants to experience running over Tower Bridge from the comfort of their treadmill.

The event Race Director, Hugh Brashner commented, "We're proud that, together with Paofit, we can offer so many more runners the experience of participating in the Virgin Money London Marathon.  Every runner has their own goals, whether it is running a 5k for the first time or competing in a full marathon. With the launch of the world's first digital marathon, the sport is more accessible than ever before to treadmill runners across the globe."

Zane Shihab (Associate Partner) from the Sports & Commercial Department advised The Virgin Money London Marathon on this deal.