This article was originally published in the Brand Finance Marathons 50 2025 report.
Place Branding Associate
Director, Brand Finance
Marathons are landmark athletic challenges for runners, but they are also transformative platforms for cities and nations to strengthen their global images. These events can celebrate a city’s most compelling attributes, from scenic routes and cultural landmarks to sustainable practices and cutting-edge infrastructure. By highlighting these strengths in an engaging and inclusive way, marathons help cities leave a lasting impression on the global community of participants – more than a quarter of runners in the 2024 London Marathon travelled to the event from outside the UK, and about a third of runners in the New York City Marathon are from outside the U.S.
Place Branding Analyst,
Brand Finance
When considering the insights revealed by both the Brand Finance Global City Index 2024 and the Marathons 50 2025 report, it becomes clear that marathons serve a dual purpose: not only are they engaging sporting events that bring together diverse stakeholder groups, but they also function as potent instruments of Soft Power. By identifying shared drivers that attract both marathon runners and visitors, cities can craft more effective marketing strategies to position themselves as vibrant, innovative, and forward-thinking destinations for both local and international runners.
Marathons as tools for Soft Power
The Brand Finance Global City Index measures a city’s ability to attract visitors, residents, workers, remote workers, students, pensioners, and investors through their cultural assets, values, and policies. Marathons, with their global reach and community-centred appeal, align closely with these principles, offering cities a platform to project their identity and values.
For instance, the London Marathon plays a role in enhancing the UK's Soft Power by embodying values such as openness, charity, and community spirit. Similarly, the Paris Marathon stands as an example of France’s commitment to sustainability, reinforcing the nation’s reputation as a global leader in environmental stewardship. In Japan, the Tokyo Marathon reflects the nation’s emphasis on technological innovation and operational efficiency, further supporting Japan’s global standing. These events not only highlight national values but also allow the host cities to build familiarity and the reputation of their own city brands.
Shared drivers between marathon runners and visitors
One of the most compelling takeaways from the Marathons 50 2025 report is the overlap between the drivers that attract marathon participants and those that draw tourists to a city, as identified by the Brand Finance Global City Index. These shared drivers include:
- Appealing Lifestyle:
Marathon runners appreciate a city lifestyle that supports scenic race routes, a focus on wellness, and an active urban environment. Tourists tend to be drawn to those qualities, as well as vibrant nightlife, a diverse culinary scene, and rich cultural offerings. Cities like Paris and New York, ranked second and fourth for appealing lifestyle in the Global City Index, exemplify this blend of qualities. - Nice Weather:
Favourable weather is a crucial driver for both marathon runners and tourists. Cities with temperate climates, such as Barcelona, ranked first and Sydney sixth, for having nice weather in the Global City Index, capitalise on their ideal weather conditions to offer both optimal running environments and enjoyable travel experiences. - Strong and Stable Economy:
A city’s economic stability is crucial for ensuring the smooth organisation of marathon events, with runners depending on modern amenities, efficient logistics, and safety. For visitors, a strong economy signals reliable infrastructure and high-quality services. Cities like Tokyo and Berlin, ranked third and 11th for their strong and stable economy in the Global City Index, leverage their economic power to host world-renowned marathons, which also showcase their urban development.
Recommendations for cities
Cities that embody values of openness, innovation, and sustainability consistently perform well in the Brand Finance Global City Index. By focusing on the shared drivers that attract both marathon runners and tourists, cities can strategically leverage marathons to enhance their global appeal and Soft Power.
As the demand for inclusive and sustainable global events grows, marathons have the potential to have long-lasting effects on how the overall city is globally perceived. Marathons sit at the intersection of sports, tourism, and Soft Power, offering cities a unique opportunity to build and project their brand to the world.
To make the most of these opportunities, cities should align marathon themes with their broader identity and cultural values, showcasing their commitment to sustainability and community engagement. Highlighting infrastructure and local initiatives during the event can further strengthen international perceptions.
By linking marathon promotions with tourism campaigns, cities can attract a wider audience and create lasting connections. Through these thoughtful strategies, marathons become more than just sporting events—they become a reflection of a city’s unique story and a powerful tool for global influence.
