Joe GallopLondon Marathon Events (LME) has announced a five-year partnership with 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.
London-based LDT, a consumer marketplace and registration platform built for mass participation sports events, will power registration technology for the 2024 TCS London Marathon ballot and the full LME event portfolio, including Ford RideLondon and The Big Half.
The partnership will also collaborate on an “industry-defining” data project to build a customer data platform, which will allow LME and other organisations to collect and unify customer data from multiple sources. LME said the platform has the aim of driving increased participation across the LME event portfolio and wider UK market.
LME event director Hugh Brasher 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.”
Let’s Do This CEO Sam Browne said, “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.”