London, UK// – 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 reveals that the aggregate economic impact of the world’s 50 biggest marathons is an astounding USD5.2 billion. More than half of this value (USD2.7 billion) comes from the Abbott World Marathon Majors. The Chicago Marathon made the largest individual contribution at USD627 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.
Hugh Brasher, CEO of London Marathon Events, said: “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 GBP1.3 billion for charity. We will celebrate the unique joy and community of marathon running in our 45th edition on Sunday, 27 April.”
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, added: “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.”
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.
Brand Finance will launch its inaugural Marathons 50 report, in partnership with Tata Consultancy Services (TCS), at the London Stock Exchange Group on 24th April 2025.
