Wrigley’s Skittles is joining forces with The Color Run UK as the 2016 presenting sponsor.

This activity makes up part of more than £6m being invested in media for Skittles this year.

The Color Run UK takes place in five cities across the nation, with the first event kicking off on June 12 at Wembley Park, London. Participants are showered in coloured powders as they approach different sections of the course, with Skittles taking over the red Color Zone – the first colour station on the 5km route.

Retailers local to the events will be kitted out with top tips and materials for sampling opportunities to help maximise awareness of Skittles’ involvement with The Color Run.

Wrigley confections marketing manager Dan Newell said: “As part of Mars Incorporated, we are committed to addressing health and wellness issues and promoting healthy lifestyles. Partnering with The Color Run is just part of that commitment, there will be more to come later in the year.”

Since its launch in 2012, more than 5million participants have taken part globally in The Color Run and it has quickly become the single largest event series in the world.

This year Skittles is taking on a Tropicolor theme for more than 65,000 runners nationwide who will be taking part. With tropical influences and palm tree elements, runners will be transported to a vibrant world as they take part in events up and down the country this summer.

With more than 659,000 YouTube video views and 141,000 Facebook likes in 2015, The Color Run UK’s social conversation engaged consumers pre, during and post-race, creating a social platform that is on par with the world’s most popular sporting events. With opportunities to see expected to increase in 2016, the event series will be even bigger, generating highly engaging conversation across social and digital media year-round.

Dates announced for the 2016 The Color Run Presented by Skittles Tour:

• 12 June, London, Wembley Park

• 2 July, Manchester,

• 17 July, Glasgow,

• 20 August, Birmingham

• 17 September, Brighton

For more information on Skittles, or to request point of sale material for your store, retailers can arrange a visit from their local Wrigley representative by calling 01752 752 094 or visiting www.wrigley.com/uk.