Plusnet has been announced as the headline sponsor of the first ever Yorkshire Marathon, which takes place in York in the autumn.
The Sheffield-based broadband provider is supporting the event, which will see thousands of runners take to the streets of the county town on Sunday October 20th.
With the course largely flat - and expected to be fast - Plusnet is hoping the race will become a 'destination marathon' for runners from across the globe.
It is being staged by a new organisation, Marathon Yorkshire Ltd, under the umbrella of Jane Tomlinson’s For All Events – which already runs the Leeds, York, Hull and Pennine-Lancashire 10Ks and the Leeds Half Marathon.
Runners can chose to raise funds for any cause of their choice, or one of the event’s partner charities.
Plusnet will have participating staff - each of whom will be supporting its charity of choice for this year, Sheffield homeless charity, Roundabout.
For All Events’ Mike Tomlinson said the Plusnet Yorkshire Marathon will become "a major highlight" of the UK’s sporting calendar and a flagship event for the organisation.
"It is expected to raise up to £500,000 for charities in its first year," he noted.
“We’re really excited about the new Plusnet Yorkshire Marathon. We launched the Leeds 10K seven years ago now and we’ve been thinking for a long time about putting on a long distance event in Yorkshire – and this is it."
Mr Tomlinson said the event has taken "a huge amount of planning", but it should be a great race with "amazingly spectacular scenery".
Jamie Ford, Plusnet Chief Executive Officer, said his firm is "delighted" to be involved in this brand new running event.
"Plusnet is very proud of its Yorkshire roots," he noted.
"This is a great opportunity to be involved in a mass participation event which will showcase some of the finest scenery and sporting achievements of this county, to the rest of the UK and beyond.”