CLIF Bar Champions the Grit and Determination of TCS London Marathon’s Final Finishers

Driven by a shared commitment to inclusivity and celebration, CLIF Bar and the TCS London Marathon set out to honour every participant who crossed the finish line. With fewer than 1% of the global population ever completing a marathon, CLIF Bar, the Official Energy Bar Partner of the race, is dedicated to supporting, fuelling and, importantly, celebrating each and every runner.

To bring this vision to life, a dedicated team of CLIF Bar pacers accompanied the final participants on the course, offering encouragement and vital motivation through the closing miles. At the finish line, this support was amplified by enthusiastic volunteers from CLIF Bar’s community and the Team Finish Together group, whose collective energy created an atmosphere of unwavering encouragement.

As the final runners approached the finish at St James’ Park, they were welcomed by the crowd before breaking through the official finish line ribbon - the very same ribbon used by the elite winners - ensuring their remarkable achievement was celebrated with the same sense of triumph and recognition.

Inspired by the determination of the final finishers, endurance brand CLIF Bar has honoured athletes who ran the longest time, but in the brand’s view deserve to be celebrated as much as the fastest.

The OOH activation, which begins today in collaboration with Ogilvy UK, celebrates the last ones standing by putting the athletes as the face of the campaign; positioning them as endurance ambassadors for CLIF Bar.

As CLIF Bar's sports marketing agency for the TCS London Marathon, SPORTFIVE supported the conceptualisation and execution of a series of activations throughout the week to help bring that much-needed energy and celebrate every participant that took part.

Bianca Harvey, Marketing Director, CLIF, said: “For us, the ‘true endurance champions’ are often the ones at the 'Back of the Pack.' CLIF BAR was born on a 175-mile bike ride, so we have a deep, personal understanding of what it takes to dig deep and persevere. Our purpose isn't just to fuel a race, but to fuel that incredible human spirit of triumph and personal accomplishment. That’s why we are immensely proud to champion these athletes and celebrate their monumental achievement at this year’s TCS London Marathon finish line.”

Donna Wilkinson, Senior Account Director, SPORTFIVE, said: “We are incredibly proud to have worked with CLIF to support the ‘True Endurance Champions’ at this year’s TCS London Marathon. The event represents the very best of human spirit and perseverance, and it is important to recognise and celebrate the runners who demonstrate extraordinary determination in reaching the finish line, however long it takes.”