It seems that year its Steve Redgrave turn to take up the mantle and use the London Marathon for a record sponsorship total. It all began with John Spurling raised 1.3 million pounds back in 1999, ever since then there have been attempts to take the upper echelons to an even higher level.

Last year Archer aimed to earn a pound an inch, or 1,661,220 pounds ($2,970,000) over the course, for four charities. That would have beaten the $2 million raised a year earlier at the New York marathon by hip-hop artist and businessman Sean ``P. Diddy'' Combs.

Not everyone is so impressed with these most sponsorship record attempts People verus Peer viewed Archers attempt as more of an ego trip and that no one person should be seen as bigger than the London Marathon. Then of course there are those that have the view that The London Marathon is becoming more of a charity event and is not seen as the athletic display that it deserves to be, but thats a whole different post.