Supermarket chain Morrisons has taken over the series from health insurance firm Bupa, bringing to an end its 22-year association with the events.
The sponsorship deal will initially run for four years and commenced with the Great Winter Run and International Cross Country in Edinburgh over the weekend.
The deal will cover 12 events across eight locations involving more than 220,000 runners.
Morrisons said it was hoping to grow this number further by encouraging some of its 11 million customers and 120,000 colleagues to take part in events which range from 5k to the half marathon.
The agreement also includes the junior and mini Great Run events.
Morrisons chief executive Dalton Philips said: "Over the last 34 years, the Great North Run has become a national institution and now with Great Runs across Britain, we believe it should be supported by a truly British sponsor.
"We have stores in more than 500 communities so we can play a big part in getting more people running with all the benefits that brings.
"This sponsorship means that many more of our customers and colleagues will be able to take part in these great events and raise more money for charity, including our nominated charity partner Sue Ryder."
The Great Run series was founded in 1981 by former Olympic medallist Brendan Foster. The Great Birmingham 10k takes place on May 3 and Great Birmingham Run on 18 October.