TCS London Marathon - Rainbow Row

As part of Nissan’s onsite presence during at the TSC London Marathon, Fuse project-managed and delivered the LGBTQ+ Cheer Zone– their fan zone activation offering fans a range of experiences, including the Rainbow Row Stage, in collaboration with London Marathon Events and Heaven Events.


To champion Nissan’s Possibilities Project and their support for the LGBTQ+ community by creating an engaging and interactive space during the marathon. With utilising Nissan’s energy of our 100% electric LEAF to power the activation, our aim was to solidify Nissan’s role as the Official Automotive Partner of the London Marathon.


An inviting brand activation space was created to include Nissan’s LGBTQ+ cheer zone with different forms of engagement including message boards, clappers and photo booth to create sharable moments. Additionally, Rainbow Row was brought to the Nissan Stage, bringing together Drag Queens and DJs with support from Heaven Events. They were joined by contestants from RuPaul’s Drag Race UK, DJ sets from Denise Van Outen and Kimberly Wyatt from the Pussycat Dolls.

Spectators were given the chance to cheer on the runners throughout the day in a party atmosphere inclusive for all, with the Stage and music powered by sustainable energy thanks to the Nissan LEAF.


The activation forged an inclusive space that celebrated the LGBTQ+ community, infusing excitement through Nissan and raising awareness about their steadfast support. The social impact reached an impressive £194k in value.


Experiential Value (Best Performing Collateral Asset)

0 M

Gross Media Value

0 %

Gained Value (through Sustainability)


Experiential Value (Best Performing Collateral Asset)

2.5 M

Gross Media Value

4 %

Gained Value (through Sustainability)