Brand Finance publica una investigación pionera sobre el impacto económico y la fortaleza de marca de los 50 maratones más importantes del mundo.
MADRID, 25 de Abril de 2025 – Las tres principales marcas de maratón de España aportan un total de 189 millones de euros a sus ciudades anfitrionas, según un nuevo informe de Brand Finance, consultora líder mundial en valoración de marcas. El Maratón de Madrid aportó, según estimaciones, 78 millones de euros a la ciudad, mientras que Barcelona aportó 75 millones y Valencia 36 millones.
El informe inaugural Brand Finance Marathons 50 2025 muestra que el Maratón de Madrid es la decimotercera marca de maratón mejor percibida entre las 50 mejores del mundo, con un Índice de Fortaleza de Marca (BSI) de 71,5 sobre 100. El estudio muestra que el Maratón de Madrid goza de buena reputación por su excelente ubicación y por su buena gestión y ética. También obtuvo una alta puntuación entre los encuestados por su asociación con asociaciones benéficas.
El Maratón de Barcelona (puesto 16º) recibió la máxima puntuación en España como marca que conozco bien, con un gran número de encuestados que indicaron que tenía un ambiente estupendo, una buena reputación y que era el mejor maratón del mundo.
El Maratón de Valencia (puesto 43º), a pesar de tener las mismas puntuaciones de familiaridad y conocimiento que Madrid y Barcelona, es líder en España en innovación, incorporación de nuevas tecnologías y compromiso con los aspectos ambientales de la sostenibilidad.
Pilar Alonso Ulloa, Managing Director Iberia y Sudamérica de Brand Finance, comentó:
“Los principales maratones de España no son sólo eventos deportivos excepcionales, sino también valiosos activos de marca que generan un impacto económico real en sus ciudades anfitrionas: unos considerables 189 millones de euros en 2024. Si bien los maratones españoles se encuentran actualmente por detrás de los líderes mundiales en cuanto a familiaridad y notoriedad, nuestro estudio muestra que los encuestados creen que su atractivo e interés está en aumento, lo que indica un gran potencial de crecimiento de la marca en los próximos años”.
Hugo Hensley, Director de Valoración de Brand Finance, comentó:
“Los maratones son, a la vez, competiciones atléticas de élite y eventos de participación masiva, y suelen ser también importantes iniciativas benéficas. Esta posición única se evidencia en la fortaleza y el valor de las marcas de maratón, así como en el impacto económico de 5,2 mil millones de dólares que tienen en las ciudades donde se corren. Los maratones son oportunidades de patrocinio sumamente atractivas y efectivas para las marcas que realmente se alinean con los valores de comunidad, beneficencia y competición de los eventos”.
Los datos de Brand Finance revelan que el Maratón de Londres es la marca de maratón más fuerte, con una puntuación BSI de 90,1 sobre 100, mientras que el Maratón de Nueva York tiene la marca más valiosa.
El valor de marca total de los Abbott World Marathon Majors es de 937 millones de dólares. Además, recaudaron conjuntamente 276 millones de dólares para obras benéficas en 2024, más de la mitad del total de fondos benéficos recaudados por los 50 mejores maratones del mundo, con un estimado de 425 millones de dólares.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
