Apply to be Charity of the Year

Overview

Applications for 2028 are open!

We are looking to appoint a charity, or a group of charities, that demonstrate a clear vision for how they would maximise the income and awareness potential of the Charity of the Year title, and the lasting impact it would have for its beneficiaries.

The deadline for applications is 17:00 on Friday 15 May 2026.

Your charity must:

  • Be a UK-registered charity
  • Have evidence of successful stewardship of a minimum of 100 participants either in a previous London Marathon or another mass participation event.
  • Have plans that demonstrate your ability to fundraise at least £1 million from the 2028 COTY partnership (this is based on the 250 charity places provided and an effective campaign that will convert a number of own-place participants).

 

Apply here

Our top tips

Any UK-registered charity of any size which meets the criteria outlined above is welcome to apply. However, we do ask that you consider the work required to maximise this opportunity for your organisation before applying.

Charities that develop a compelling but simple communications campaign alongside a robust fundraising and recruitment plan are most likely to succeed in delivering on the potential of the opportunity.

The chosen charity will receive support to maximise its impact from the LME Charities Team and its partners to deliver its campaign.

What happens next?

Following the review of all applications, the shortlisted applicants will be invited to present to a panel of LME staff to talk through their proposal in greater detail. 

We will let all applicants know whether they have been shortlisted by Friday 12 June. 

It’s anticipated the panel presentations will be held online during the week commencing Monday 20 July 2026.

What does the 2028 Charity of the Year receive?

  • 250 guaranteed charity entries for the 2028 edition of the TCS London Marathon, plus 50 charity entries in 2029, 25 charity entries in 2030 and 10 charity entries in 2031. These entries will be charged at ballot price and are in addition to any entries your charity may already hold.
  • Exclusive use of the title ‘Charity of the Year’ for the 12 months from the end of the 2027 event up to the 2028 event.
  • Other benefits, including opportunities to feature in communications to participants, dedicated social media posts, invitations to media functions, introductions to event sponsors, support from  London Marathon Events  PR Team, dedicated cheer zones, help with special event day activations and much more.

Previous Charities of the Year

  • 2010: CLIC Sargent
  • 2011: Oxfam
  • 2012: Team PB (Prostate Cancer Charity and Breast Cancer Care)
  • 2013: YouthNet and Age UK
  • 2014: Anthony Nolan
  • 2015: Cancer Research UK
  • 2016: NSPCC
  • 2017: The Royal Foundation's Heads Together Campaign
  • 2018: Teenage Cancer Trust
  • 2019: The Dementia Revolution (Alzheimer's Society & Alzheimer's Research UK)
  • 2020: Mencap
  • 2021: Macmillan
  • 2022: British Heart Foundation
  • 2023: Great Ormond Street Hospital Children's Charity
  • 2024: Samaritans
  • 2025: Pancreatic Cancer UK
  • 2026: Marie Curie

Charities play a crucial part in the TCS London Marathon

The TCS London Marathon is the world’s most successful one-day annual fundraising event, having raised well over £1 billion for thousands of charities since its first edition in 1981. Charities and their supporters play a crucial part in the event's ongoing success.
Read more
TCS London Marathon participants on The Mall

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