As the world gears up for the 45th edition of the iconic TCS London Marathon this Sunday, the race has achieved a new accolade, being named the world’s strongest marathon brand. This prestigious recognition comes from Brand Finance, a global brand valuation consultancy, which has placed the London Marathon at the top of its inaugural Brand Finance Marathons 50 report.
A Global Icon Beyond the Finish Line
In a field brimming with legendary races, the London Marathon edged out fierce competitors including the New York City Marathon and the Paris Marathon. Fellow Abbott World Marathon Majors, Berlin and Boston, rounded out the top five. The London Marathon earned a remarkable Brand Strength Index (BSI) score of 90.1 out of 100, driven by outstanding performance in areas like brand awareness, familiarity, and global appeal.
The Brand Finance report highlights the London Marathon’s ability to merge elite sporting excellence with mass participation, all set against the globally recognizable backdrop of one of the world’s most historic cities.
“Its strong heritage, prestige, and the iconic setting of London are recognized and celebrated by runners, sponsors, and supporters worldwide,” the report notes.
A Marathon of Firsts in Inclusion and Impact
One of the factors elevating the London Marathon’s status is its pioneering role in promoting inclusivity in sports. Recently, it became the first marathon in the world to offer equal prize money for wheelchair athletes and non-disabled participants, a milestone moment in disability sports. This progressive move has further cemented the event’s reputation for accessibility, fairness, and global leadership in inclusive athletics.
The London Marathon’s organisation has also been lauded for its seamless management of over 50,000 participants and hundreds of thousands of spectators. From elite athletes chasing world records to first-time runners raising money for charity, the event consistently delivers a world-class experience for all involved.
Perhaps most impressive is the London Marathon’s charitable contribution. In 2023, the race set a new world fundraising record for a single-day event, raising £67 million for various charitable causes — a testament to the event’s enduring impact beyond sport.
Economic and Brand Value Powerhouse
While the London Marathon leads in brand strength, the New York City Marathon retains its title as the most valuable marathon brand globally, valued at $292 million. London follows in second at $190 million, with Chicago coming third at $143 million.
The economic influence of marathons remains substantial. According to Brand Finance, the world’s 50 biggest marathons generated a combined $5.2 billion in economic impact last year. The six Abbott World Marathon Majors — London, New York, Tokyo, Boston, Berlin, and Chicago — contributed more than half of this total, delivering $2.7 billion in value. Notably, Sydney has since joined this elite group as the newest Marathon Major, reflecting the sport’s growing global footprint.
A Race That Continues to Lead the Pack
As the London Marathon prepares to host its 45th edition, this recognition reaffirms its position not just as a premier sporting event but as a cultural and economic powerhouse. The marathon’s continued commitment to elite competition, inclusivity, and charitable giving has turned it into more than just a race, it’s a movement.
Whether you’re an elite athlete, a weekend jogger, or a global spectator, the London Marathon remains a shining example of how sport can unite, inspire, and leave a lasting legacy.
