Marathon sponsorships surge by 15%, brands drive engagement

Marathons across the country have become a popular platform for brands to sponsor and connect with health-conscious participants. Brand sponsorships for these events have been growing steadily at a rate of 15 percent annually. The Tata Mumbai Marathon (TMM) alone is expected to generate revenue of Rs 60 crore from its upcoming event in January 2025.

TMM’s sponsors include Tata Sons, TCS, IDFC First Bank, Tata.ev, Asics, Bisleri, Vida, Fast&Up, and Vedanta. Similarly, NEB Sports Entertainment Private Limited, which organizes marathons in cities like Delhi, Pune, Kolkata, and Chennai, partners with brands such as Wipro, Apollo Tyres, Ageas Federal Life Insurance, Asics, and Puma.

Vivek Singh, Joint Managing Director of Procam International, highlighted the increasing interest of brands in marathon sponsorships, stating, “Hero Group is a new entrant in this space, partnering with us for four events. Sponsorship alone in India’s running ecosystem now exceeds Rs 800 crore. We’ve observed a 15% rise in brand sponsorships.”

TMM is set to host over 50,000 participants across various categories. Singh noted, “Today, participative sports properties like TMM have become iconic in India. Brands offering products such as apparel, running shoes, energy bars, and hydration solutions align seamlessly with the audience.”

There has also been an uptick in Bollywood celebrities and business leaders participating in marathons for social causes. Notable figures include Milind Soman, John Abraham, Ranbir Kapoor, Arjun Rampal, and Juhi Chawla.

NEB Sports Entertainment organizes 14 marathon events across eight cities, running from June to March to cater to favorable weather conditions for runners. Asics and Puma serve as sportswear partners for several of these events.

Cauvery Adiga, COO of NEB Sports Entertainment Private Limited, explained, “We collaborate with brands on multiple levels, including title sponsors, presenting sponsors, and powered-by sponsors. We also have partnerships with medical providers, physiotherapists, and hydration brands. For example, Wipro is the title sponsor for the Bengaluru Marathon, while Ageas Federal Life Insurance sponsors the Mumbai Half Marathon. Apollo Tyres is the title sponsor for the New Delhi Marathon.”

Adiga further stated, “We’ve seen a 30% increase in brand overall sponsorship revenue, amounting to Rs 35 crore. Revenue depends on two factors: participation numbers and the maturity of the event. Older events create a deeper emotional connection with both brands and participants.”

Both TMM and NEB Sports have launched virtual marathon initiatives, allowing participants worldwide to run in their local countries while supporting causes or completing their marathon goals. These virtual events have also seen a steady rise in participation.

The Bengaluru Midnight Marathon (BMM), organized by Rotary, is another example of increasing brand sponsorships, with a 15% growth reported. Viraf Sutaria, Mentor of BMM, said, “Five years ago, brand sponsorships for marathons were minimal compared to 2024. PhonePe is now our title sponsor, and many new brands are entering the marathon space. These brands seek meaningful engagement with participants and audiences.”

“Our events support charitable causes, and many corporations partner with us for their CSR activities. Despite being a midnight marathon, we also see strong participation from women,” Sutaria added.

According to experts the marathon industry in India is experiencing significant growth, with an overall revenue exceeding Rs 800 crore annually from sponsorships and related activities.

GroupM ESP, the entertainment, esports and sports division of GroupM India states that Indian sports industry, soared from Rs 2400 crore in 2008 to over Rs 15,000 crore in 16 years. Participative sports have gained prominence, transcended traditional boundaries and fostering community engagement. From golf and cricket to marathon running, these sports are now an organised market exceeding Rs 1000 crore.