Marathon events have significant economic impact on the cities where they run

April 24, 2025

Marathons have a profound economic and cultural impact on their host communities, according to the Marathons 50 2025 report.

The first-of-its-kind research, from leading brand valuation consultancy Brand Finance, reveals that the world’s 50 biggest marathons have an aggregate economic impact of US$5.2 billion, with more than half of this value (US$2.7 billion) coming from the Abbott World Marathon Majors.

With the combined brand value of the seven Abbott World Marathon Majors reaches US$1 billion, collectively the world’s top 50 marathons raised an estimated US$425 million for charity in 2024

Brand Finance’s data reveals that the London Marathon is the strongest marathon brand, with a Brand Strength Index (BSI) score of 90.1 out of 100, while the New York City Marathon has the most valuable brand.

The London and New York City Marathons earn joint top scores for elite participation. London also excels in accessibility and inclusivity, making history in 2024 as the first marathon to offer equal prize money for both wheelchair athletes and able-bodied competitors.

Commenting on the findings, London Marathon Events Chief Executive, Hugh Brasher stated “we are proud to be ranked as the world’s strongest marathon brand in the new Brand Finance report.

“The founding aims of the London Marathon, set by our co-founders Chris Brasher and John Disley, were to create an event that showcased Britain’s ability to organise world class events and how the family of humankind could, on occasions, be united.

“While both Chris and John dreamed big and believed that nothing was impossible, I don’t think even they imagined 45 years on that the TCS London Marathon would be the most popular marathon on the planet, ranked the world’s strongest marathon brand and have raised a staggering £ 1.3 billion for charity. We will celebrate the unique joy and community of marathon running in our 45th edition on Sunday 27th April.”

The Paris Marathon is the third-strongest marathon brand globally with a BSI score of 86.6 out of 100. The only race in the top six not classified as an Abbott World Marathon Major, its brand is seen as having benefited from post-Olympic enthusiasm. Hosted in an iconic city, the Paris Marathon enjoys strong domestic and international perceptions, ranking first internationally for its great atmosphere.

Hugo Hensley, Valuation Director at Brand Finance, noted “marathons are simultaneously elite athletic competitions and public mass participation events, and usually also major charity initiatives. This unique position is evident in the strength and value of marathon brands, as well as the US$5.2 billion economic impact they have on the cities where they run. Marathons are extremely attractive and effective sponsorship opportunities for brands that genuinely align with the events’ values of community, charity, and competition.”

The Abbott World Marathon Majors’ collective brand value is US$937 million. They also collectively raised US$276 million for charity in 2024, more than half of the total charitable funds raised by the world’s top 50 marathons.

Brand Finance launched this inaugural Marathons 50 report, in partnership with Tata Consultancy Service (TCS), today (24th April) on the London Stock Exchange Group.

Main image shows the finishing line at the Sydney Marathon.

search ausleisure

AusLeisure

Latest News