Brand Finance’s first-of-its-kind research evaluates the economic impact and brand strength of the world’s top 50 marathons
Mumbai and Bengaluru marathons secure global rankings as 45th and 47th strongest marathon brands
London Marathon leads as world’s strongest marathon brand, while New York City Marathon is most valuable Abbott World Marathon Major, estimated at $292 million
World’s top 50 marathons raised an estimated $425 million for charity in 2024
The Mumbai and Bengaluru marathons collectively channel an economic contribution of USD65 million to their respective host cities, according to the Marathons 50 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
The Mumbai Marathon contributed an estimated USD57 million to the city, while Bengaluru contributed USD8 million. Brand Finance’s inaugural research reveals that the Mumbai Marathon ranks as the 45th strongest marathon brand globally, with a Brand Strength Index (BSI) score of 58.6/100. Closely following, the Bengaluru Marathon is positioned at 47th, achieving a BSI score of 57.5/100.
According to Brand Finance’s research data, both the Mumbai and Bengaluru marathons are particularly well-regarded by local respondents for their innovative approaches and integration of new technologies. They also earned commendable recognition for their commitment to environmental sustainability, reflecting a growing appreciation for socially and ecologically responsible sporting events among local respondents.
Further insights from the study indicate high levels of local engagement across a diverse range of touchpoints. A significant proportion of local respondents reported having participated in the marathons, considered taking part, or supported the events by watching them live, on television, or via social media platforms.
Additional forms of engagement included donating to associated charities, fundraising, purchasing official merchandise, and volunteering, highlighting the community’s commitment to meaningful support beyond just awareness.
A growing trend in the Indian marathon landscape is the rise of corporate-led events organised by major IT firms such as TCS, Infosys, IBM, and Wipro. Designed to foster employee engagement and strengthen workplace culture, these internal marathons have gained significant traction in recent years, attracting widespread attention on social media. As participation and visibility continue to grow, these events are emerging as valuable opportunities for sponsorship and partnerships with leading sports brands.
Ajimon Francis, Managing Director, Brand Finance India, commented: “Marathons in key Indian cities are transforming the lifestyles and disciplines of an entire generation. Training, stamina building, digital tracking, and the community of runners is exponentially growing in India. This analysis shows, together generating USD65 million in economic value and securing top global brand rankings, the TCS Mumbai and Bengaluru Marathons highlight how city marathons can be effective tools for economic development, healthy lifestyle, philanthropy and urban branding. Their ability to engage with the corporate leaders, local populace, not only as runners, but as volunteers, donors, and spectators, reflects the growing role of such sport related events in shaping inclusive, future-forward cities on the global stage. This study is also a tool for IP owners to evaluate the significant value that Marathons are creating both to cities as well as for sponsors.”
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 USD5.2 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.”
Global insights
Brand Finance data reveals that the London Marathon is the strongest marathon brand, with a BSI score of 90.1/100, while the New York City Marathon is the most valuable marathon brand (USD292 million) among seven Abbott World Marathon Majors.
Tokyo Marathon ranks as the sixth strongest marathon brand among the world’s top 50 with a BSI score of 80.0/100 and stands out as Asia’s leading marathon, being the only Asian brand in the top 20.
The Abbott World Marathon Majors’ collective brand value is USD937 million. They also collectively raised USD276 million for charity in 2024, more than half of the total charitable funds raised by the world’s top 50 marathons at an estimated USD425 million.