Marathon Running’s Global Expansion: How the Sport Became a Premium Commercial Platform

The London Marathon’s 2027 public ballot, which attracted over 1.3 million applicants, underscores a seismic shift in sports commerce. Marathon running, once a test of personal endurance, has transformed into a global participation phenomenon with soaring demand, premium pricing, and strategic value for cities and sponsors. According to Hans-Peter Zurbruegg, senior vice president of Active Lifestyle at Infront, the sport’s growth is driven by “mega-trends” including health consciousness, the desire for unique experiences, and digital innovation. “Running is simply the most natural sport,” he says. “It can be practised almost anywhere at any time and requires very little investment.”

Why Marathons Are Outpacing Traditional Sports

Running now accounts for around 80 per cent of all mass participation event bookings, with entry prices rising alongside demand. The Abbott World Marathon Majors, a series including the TCS Sydney Marathon and Sanlam Cape Town Marathon, exemplifies this shift. Sydney’s 2026 marathon ballot saw more than 123,000 applications, a 56 per cent increase on the previous year, while Cape Town’s participant numbers grew from 13,000 in 2022 to 27,000 in 2026. These figures reflect a broader trend: marathons are no longer annual city events but “global participation properties” with long-term engagement. “The emotional connection with participants is unique to running and mass participation events,” Zurbruegg notes. “Sponsors benefit from sustained engagement, not just a single event window.”

The Economics of a Running Boom

Cities are increasingly viewing marathons as strategic assets. The TCS Sydney Marathon and Sanlam Cape Town Marathon have officially become an Abbott World Marathon Major as of their respective 2025 and 2027 editions. According to Infront, these events generate substantial economic returns through tourism, hospitality, and local spending. “Marathons offer a unique opportunity to showcase a city,” Zurbruegg says. For example, Sydney’s organisers are targeting 40,000 finishers in 2026, with organizers emphasizing operational excellence to sustain demand. However, growth brings challenges: “The runner experience has to remain at the centre of everything,” Zurbruegg warns. “The goal should never simply be to maximise participant numbers.”

Demographics and the Future of Participation

The demographic profile of runners is evolving. Strava’s ‘Year In Sport’ trend report shows a rise of more than a third in the number of marathons recorded by Gen Z runners in 2025, while female participation continues to grow. This diversification suggests a shift from a “temporary surge” to a broader lifestyle movement. “The growth and evolution of running is fuelled by some mega-trends, including increasing health, fitness and active lifestyle consciousness,” Zurbruegg says. The Abbott World Marathon Majors, with their series format, cater to this aspiration, turning marathons into “lifetime ambitions” for many. “Having completed all World Marathon Majors, events become almost a life mission for many runners,” he adds.

Global Expansion and Inclusivity

The expansion of the Abbott World Marathon Majors into Africa and Asia highlights the sport’s growing inclusivity. Cape Town’s elevation to a Major in 2027 recognizes the continent’s rich running heritage while broadening the series’ global reach. “Africa is home to many of the world’s greatest marathon runners,” Zurbruegg says. “It further increases the global reach of the series and the inclusiveness of the running community.” Similar growth is seen in Shanghai and other cities, where organizers collaborate with Infront to balance participation growth with operational capacity. “The willingness of candidate races to learn from existing Majors and adapt their operations has been one of the defining factors behind successful expansion,” he notes.

Challenges Ahead: Balancing Growth and Quality

While demand remains robust, organizers face pressure to scale responsibly. Overloading events with participants risks compromising safety, logistics, and the runner experience. Infront emphasizes that “accessibility, community and the sense of achievement” must stay at the core of marathon culture. The future of the sector hinges on sustainable growth that benefits all stakeholders—runners, cities, sponsors, and communities. As Zurbruegg concludes, “The bigger challenge will be creating sustainable growth that benefits participants, cities, sponsors and communities alike.”

Source: Infront, Strava, TCS Sydney Marathon, Sanlam Cape Town Marathon