The event went without a title partner last year, however both Capital and Original Source were named as sponsors. Paint brand Dulux was a headline brand in previous years.
Details of the Wrigley brand’s activation plans have not yet been revealed, however IMG has stated this year’s Color Run courses will include a new Tropicolor zone where participants will be ‘bathed’ in an array of tropical colours.
The UK series will begin on 12 June at Wembley in London, before heading to Manchester. Glasgow and Birmingham throughout the summer. It will end in Brighton on 17 September.
Runners start dressed in white and, following a five kilometre track, end the day covered in colourful powder.
VIP registration for all 2016 events in now open, while tickets for The Color Run Presented by Skittles will go on sale on 2 February.
Dan Newell, Wrigley confections marketing manager, said: "It’s a natural choice for Skittles to partner with The Color Run. Consumers have always identified Skittles as a fun brand but also by its vibrant collection of rainbow colours, so what better way to celebrate health, happiness and the joy of colour than by supporting thousands of runners as they take part in the most colourful day they’ll ever have.
"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."
Andy Knee, managing director EMEA of mass participation sports at IMG, added: "We’re extremely excited to be announcing this year’s dates and locations for The Color Run Presented by Skittles. Our ‘Color Runners’ across the country are incredibly passionate about the event series and with an amazing brand like Skittles involved we can’t wait to see that energy and momentum build even further in 2016."
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