This article was originally published in the Brand Finance Marathons 50 2025 report and updated for the UK 250 2025 report.
The TCS London Marathon is the world's strongest marathon brand with a Brand Strength Index (BSI) score of 90.1 out of 100. Brand Finance’s research reveals that the London Marathon excels in awareness and familiarity, both locally and internationally. Its strong heritage, prestige, and the iconic backdrop of London are recognised and celebrated by runners, sponsors, and supporters around the world. The London Marathon also has a brand value of $190 million.
Hugh Brasher, CEO, London Marathon Events, discusses the heritage of the race, its impact on the city, and those that participate.
Interview with Hugh Brasher.
CEO,
London Marathon Events
Chris Brasher, my father, and John Disley co-founded the London Marathon back in 1981, inspired by the great Fred Lebow and the New York City Marathon. Chris and John had a vision for what the marathon could do for London, for the UK and for the greater good.
They knew it would be a celebration of humanity. They also knew that a successful London Marathon would support the growth of British endurance running and help build Britain’s reputation for staging successful events. Most of all, they believed that the London Marathon could bring happiness and a sense of achievement in a sometimes troubled world.
How wise they were. Those prescient words resonate as strongly today as they did more than four decades ago and marathons all over the world continue to provide that opportunity for all.
Marathons weren’t previously as inclusive as they are today. When mass participation marathons began to boom back in the 1970s, the legendary 26.2 mile challenge was the domain of seasoned male club runners. Then Katherine Schwitzer and Joan Benoit Samuelson were among the trailblazers who led the way for women.
Now, half a century later, runners of all abilities, all demographics, all ages from 18 to octogenarians and nonagenarians cross the finish line.
Millions of lives around the globe have been transformed through running marathons. This year saw the 45th edition of the London Marathon and the event is now firmly established as one of the crown jewels of British sport, up there with Wimbledon, the Grand National, the FA Cup Final and test matches at Lord’s – all of which are more than a century old.
It is often said that it is harder to win the London Marathon than to win the Olympic or World Championships marathon with the world’s best marathon runners lining up on the Start Line. But the London Marathon is about far more than these extraordinary athletes.
Every single person on the start line has their own unique reason to run and the majority of them will be raising funds for charity, often running in fancy dress, to celebrate or commemorate someone close to them.
As we salute our great champions, the incredible GBP1.45 billion raised to date for good causes and the many extraordinary stories of our 1.3 million (and counting) finishers, we also reflect on the huge changes and the global impact we have seen since the first edition back in 1981.
That first year saw fewer than 6,500 finishers and less than 300 were women. Now London is the biggest marathon ever held anywhere with a world record 56,640 finishers, the most popular marathon on the planet with a new world record of an astounding 1.1 million people applying in the ballot for the 2026 event with near gender parity in UK applications.
The 2025 TCS London Marathon is estimated to have generated more than GBP250 million in economic impact to London and across the UK. In addition to eight hours of live coverage on BBC TV, it was also broadcast live in 198 countries across the globe.
The Brand Finance Marathons 50 2025 report has ranked the TCS London Marathon first among the world’s top 50 marathons. But the reality is that we are first among equals. Every marathon on that list has played its part to inspire people all over the world to change their lives for the better.
Getting active is not just about physical health but also the benefits to mental health, the scourge of the modern age. And more than that, marathons bring people together. Bring communities together. Bring society together. In today’s fractured world, there are very few moments that do that.
Photo: Tony O’Brien for London Marathon Events
