For the first nine races, eight of them were held in June. Since 1990, the race has instead been held in the autumn, usually in September but occasionally in October instead. Since 1990, the earliest date the race has been held on is 7 September (2014) and the latest is 22 October (2000). Bupa was the title partner of the Great North Run from the early 1990s until 2014, one of Britain's longest ever sports sponsorship agreements. In 2015 Morrisons announced their sponsorship of the Great Run series. In November 2015, the Great Run Company announced it was searching for a new title sponsor which includes the Great North Run. The 2016 Great North Run was the first staging of the event without a title sponsor. Simplyhealth became the new lead sponsor for 2017.