Brands Run Marathons for Visibility

IN 2024, the Indian sports market grew 19% year-on-year, with marathons making up 23.5% of the growth.

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The organised participative sports market is more than ₹1,000 crore, with marathons leading the component and over 2 million registered runners participating annually, as per media investment company GroupM's entertainment and sports division (ESP) report 2024.

Monetising running as the fastest-growing sport in India, brands flock to sponsor marathons and distance running events to build a meaningful bond with their target groups and create a legacy of commerce, community, and social impact.

Brands like TCS and Puma have generated significant economic impact, while also boosting their own brand image by investing in running. Globally, TCS-powered races generated a $2.25 billion impact on their local economies in 2024, while raising $279 million for charitable causes. "Marathons have become a powerful force for good in our world. The partnerships allow us to connect authentically with clients, employees, and communities," said Abhinav Kumar, chief marketing & communications officer, TCS.