• First commercial agreement signed by Athletic Ventures (the new joint venture between UK Athletics, The Great Run Company and London Marathon Events).
• Vita Coco announced as Official Hydration Partner for the London Athletics Meet, part of the Wanda Diamond League, on Saturday 20 July 2024.

Athletic Ventures announced today (10 July) that Vita Coco, the world’s leading coconut water brand, will be the official Hydration Partner for the London Athletics Meet, the annual edition of the Wanda Diamond League in the UK, at the London Stadium on Saturday 20 July.

This is the first commercial agreement signed by Athletic Ventures, the groundbreaking new joint venture between UK Athletics, The Great Run Company and London Marathon Events, formed in April 2024 to transfer the future and growth of athletics in the UK and to deliver major athletics events.

In addition to trackside advertising boards and sampling opportunities for fans, Vita Coco product will be distributed to officials and volunteers at the meet, which is broadcast worldwide. The agreement with the London Athletics Meet builds on Vita Coco’s partnership with Zharnel Hughes, Britain’s fastest man, as he Sprints for Thirst place this summer.

The London Athletics Meet – which will see the return of the world’s best athletes to the London Stadium following a record-breaking sell-out in 2023 – is the tenth meeting of the 2024 Wanda Diamond League series and the biggest one-day athletics meeting in the world. Taking place six days before the Olympic Games Opening Ceremony, the event will serve as the perfect prelude to Paris.

Jack Buckner, CEO of UKA, said: “We’re delighted to welcome Vita Coco on board as the Official Hydration Partner for the London Athletics Meet. It is brilliant to partner with a world-leading brand for our world-class event hosted in the iconic London Stadium.

“We’re all looking forward to an incredible afternoon of athletics on 20 July in front of more than 50,000 fans. Tickets are still available to watch some of the world’s best athletes in their final outing before the Olympic and Paralympic Games begin in Paris.”

Tim Rees, Managing Director Vita Coco EMEA, said: “We are thrilled to announce our partnership with British Athletics as Hydration Partner for the London Athletics Meet – a testament to our commitment to supporting top-tier athletic performance and promoting a healthy lifestyle. At Vita Coco, we believe in the power of coconuts, and there is no better platform to showcase this than through our collaboration with some of the UK’s finest athletes. Together, we aim to fuel greatness, both on and off the track, and inspire everyone to achieve their Thirst Place.”

Tickets to the 2024 London Athletics Meet start from £23 for adults, £5 for juniors and are on track to sell-out in record time. Secure your place to the world’s biggest one day athletics meet at  https://www.ticketmaster.co.uk/event/35005F106C4B097B