London Marathon Events (LME) has announced a five-year partnership with London- based technology company, Let’s Do This (LDT), to provide registration and data platform services for the entire portfolio of LME events, including the TCS London Marathon.

LDT will power registration technology for the 2024 TCS London Marathon ballot and the full LME event portfolio. LDT will also support a data project to build a Customer Data Platform, allowing LME and other organisations to collect and unify customer data from multiple sources in a single, coherent, potentially industry-wide view of customer behaviours.

LME and LDT share a common goal of inspiring more people to get active and thus improve their physical and mental health. The Customer Data Platform itself has been designed with this goal in mind.

Hugh Brasher, event director at LME, said: “London Marathon Events works to inspire activity in all ages, demographics and abilities and critical to this is our registration platform and data management. Our new partnership with Let’s Do This will transform the way we connect with our participants both present and future.

“We passionately believe in the power of activity as a force for good. Let’s Do This brings groundbreaking technology together with an expert and agile team who share our passion to transform society by encouraging physical activity for all.”

Sam Browne, CEO of Let’s Do This CEO, said: ”This is a landmark partnership with London Marathon Events. The missions of our two companies could not be more closely aligned, and we’re excited to work with their industry-leading team to help grow some of the very best events the global market has to offer.

“At the heart of this partnership is a commitment to inspire the next generation of participants, as well as increasing diversity and inclusivity on start lines everywhere. At a time when mass participation events continue to feel the lingering effects of the pandemic, we are so excited about the positive impact we can have together, both on the future of our industry, and the wider social good of the UK.”

Image: London Marathon/Joe Toth