Brand Finance releases first-of-its-kind research on the economic impact and brand strength of the world’s top 50 marathons
- The London Marathon leads as the world’s strongest marathon brand, with the New York City Marathon close behind.
- Paris Marathon secures third, leveraging Olympic halo effect despite non-Major status.
- Cape Town Marathon cracks top 50.
- The combined brand value of the seven Abbott World Marathon Majors reaches $1-billion.
- The New York City Marathon is the most valuable marathon brand, estimated at $292-million.
- The world’s top 50 marathons raised an estimated $425-million for charity in 2024.
- Abbott World Marathon Majors account for over half of the total economic impact and raise $276-million for charity in 2024.
Marathons have a profound economic and cultural impact on their host communities, according to a new report from Brand Finance, the world’s leading brand valuation consultancy. The inaugural Marathons 50 2025 report, launching today, reveals that the aggregate economic impact of the world’s 50 biggest marathons is an astounding $5,2-billion.
More than half of this value ($2,7-billion) comes from the Abbott World Marathon Majors.
The Chicago Marathon made the largest individual contribution at $627-million.
Brand Finance 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.
The Cape Town Marathon is the only South African marathon listed – at 41 – and rated 43rd for economic impact ($19-million).
Hugh Brasher, CEO of London Marathon Events, commented: “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 they even 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.”
The Paris Marathon is the third-strongest marathon brand globally with a BSI score of 86.6 out of 100. Paris is the only race in the top six not classified as an Abbott World Marathon Major, though its brand may have benefited in the research 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, commented: “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 $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 $937-million. They also collectively raised $276-million for charity in 2024, more than half of the total charitable funds raised by the world’s top 50 marathons at an estimated $425-million.
