If you’ve run Boston in recent years, CLIF Bars aren’t exactly a new sight. The brand has held a multi-year partnership with the Boston Athletic Association for a while now. What’s new is that CLIF is taking that energy wider — signing on as the official energy bar for the TCS London Marathon and the BMW Berlin Marathon as well.
That makes three of the six Abbott World Marathon Majors now carrying the CLIF name.
The brand says the expanded deals are aimed at runners of every stripe — elites chasing podiums, first-timers just hoping to make the cutoff. On race weekends, expect product sampling, merchandise pop-ups, and on-course refuelling stations at all three events.
Something to Train For
From March 16 through April 26, CLIF is running a ‘Run the World Challenge’ on Strava, timed to the lead-up to the Boston (April 20) and London (April 26) races, with Berlin following on September 20. Complete the challenge and you unlock rewards. Whether those rewards are worth the extra miles is between you and your legs.
There’s also a sweepstakes — open from March 1 — offering running or cycling trips to Australia, Argentina, or Japan. Honestly, not a bad incentive to eat more oat bars.
The Bar Itself
CLIF is marking the campaign with a limited-edition Chocolate Berry flavour. Their standard bars are built on rolled oats and pack 9–11g of plant protein — steady fuel rather than a sugar spike, which is the pitch for long-distance runners who don’t want to bonk at mile 20. If you’re curious about what’s actually in your race-day fuel, it’s worth a read.
Throughout the season, the brand will also partner with individual AbbottWMM athletes to share training and race stories, though names haven’t been announced yet.
It’s a smart play for CLIF in a crowded sports nutrition market. And for runners in London and Berlin, at least now you know what to expect at the refuelling stations. If any of these three races are on your radar, check out our guide to the bucket list marathons every runner should know about.
