In 2006, the Great North Run celebrated its 25th anniversary with a glitzy party on the banks of the River Tyne. It featured celebrities, organisers and previous competitors looking back over quarter of a century of the annual event. 3 Point Media provided facilities for the occasion so that guests could view all the action on big screens erected on the quayside in Gateshead near The Sage Theatre and The Baltic Centre. This was in association with The R & B Group.