Dixons Carphone has extended its sponsorship with leading UK ultramarathon Race to the Stones with a new deal that will see the electronics retailer co-create an exclusive content series around the event.

The agreement sees Dixons Carphone sponsor the 100km race for a fourth year and includes a partnership with, Ldn Muscle, a fitness platform which creates downloadable training guides and nutrition plans.

Together the two will create an exclusive content series where the team of fitness influencers from LDN Muscle will share useful tips and training techniques while showing how the latest tech products from Currys PC World – a Dixons Carphone primary brand – can help with training.  

The series will aim to help participants improve their overall fitness ahead of the race on 15-16 July as well as inspiring even more people to get involved physical and nutritional guidance.

Made up of two sets of brothers, the Exton Twins James and Tom and the Bridger Brothers Max and Lloyd, LDN Muscle has steadily grown into a fitness company with a turnover of £1.2m. The platform has over 191,000 followers on Instagram and 144,000 Twitter followers.

Kesah Trowell, head of corporate responsibility at Dixons Carphone, said: “Our partnership with Race to The Stones has become an important annual event at Dixons Carphone and this year’s race is set to be the biggest and best yet. We are very excited to have LDN Muscle on board to help contestants with their workouts and share their expert advice on getting the most out of training with technology.”

James Exton, from LDN Muscle, described the partnership as “a natural fit” and said the key to the event centred on “staying motivated, entertained and accurately tracking your performance and progress”.

The Dixons Carphone Race to The Stones takes place along Britain’s oldest road, the Ridgeway, and is open to participants wanting to run or walk.