Brand Finance has published the second edition of its Marathons 50 2026 report. TCS London Marathon ranked first among the strongest marathon brands, while TCS New York City Marathon has the highest financial value. Analysts also estimated that the world’s 50 largest races delivered around $6 billion in economic benefits to their host cities in 2025.
How Was the Ranking Created?
The study covered more than 9,400 respondents from nine markets, including nearly 3,000 marathon runners. More than 75 races were rated on recognition, reputation, willingness to take part and runner engagement. The final score is the Brand Strength Index (BSI), on a scale of up to 100 points.
The full report, which also covers runner motivations and the role of sponsorship in the participant experience, can be downloaded from the Brand Finance website.
Top 10 Strongest Marathon Brands 2026
95.5
92.3
85.9
85.4
84.6
80.0
78.3
77.7
77.6
66.5
BSI score, scale 0–100. Source: Brand Finance Marathons 50 2026.
Changes Compared With Last Year
London and New York kept the top two places. Boston rose from fifth to third, while Paris fell from third to fifth but remains the highest-rated race outside the Abbott World Marathon Majors. Chicago made the biggest jump (from 27th to 8th), and Amsterdam improved from 21st to 9th. Rome, San Francisco and Los Angeles dropped out of the top ten.
Strongest Brands by Region
Brand Finance also named the strongest marathon brand on each continent. The BSI score is shown in the dark field on the left.
Why Is London at the Top?
London’s position is driven mainly by very strong recognition in the UK and huge willingness to take part. The scale of interest is shown by the 2027 ballot, which drew 1,338,544 applicants, 18% more than a year earlier. New York, in turn, is rated highest by international runners and is the only top-ten marathon whose international perceptions exceed its domestic ones.
What Influences the Choice of a Marathon?
| Factor | Importance |
|---|---|
| Prestige and being seen as one of the best marathons | 32% |
| Event atmosphere | 11% |
| Attractive location | 8% |
| Growing popularity of the race | 7% |
| Good organisation | 5% |
The takeaway is simple: World Marathon Major status helps, but it is not a requirement. Barcelona (13th overall, 10th among international runners), Valencia (16th and 11th) and Cape Town (18th and 13th) show this well. Cape Town will join the Abbott World Marathon Majors from the 2027 season as the eighth race and the first in Africa.
How Much Are Marathons Worth Financially?
The brand value of the New York City Marathon rose from $292 million to $339 million. London ($230 million) and Chicago ($149 million) follow. The combined value of the seven Majors covered in the report grew from $937 million to around $1.1 billion, more than the combined value of the ten most valuable MLS clubs.
Economic Impact of Marathons on Cities
| Marathon | Economic Impact |
|---|---|
| New York City Marathon | $857 million |
| Chicago Marathon | $803 million |
| London Marathon | $604 million |
A year earlier, Brand Finance estimated the total impact at $5.2 billion, so this year’s $6 billion is an increase of more than 15%. International runners play an important role: they spend about 2.5 times more than domestic participants and stay 3.9 days on average. In addition, the 50 largest marathons raised $434 million for charity and encouraged an extra 160 million hours of physical activity, of which 72 million came from first-time marathoners.
Ranking: Brand Finance Marathons 50 2026
Strongest Brand: London Marathon (BSI 95.5)
Highest Value: New York City Marathon ($339 million)
Economic Impact of the Top 50: approx. $6 billion
Research Sample: over 9,400 respondents, over 75 marathons
London also leads on the course. This year’s TCS London Marathon set a Guinness World Record with 59,830 finishers and raised more than £90 million for charity. In 2027, organisers will stage a one-off two-day edition for 100,000 runners.
Source: Brand Finance Marathons 50 2026
