Berlin Marathon Welcomes a New Title Partner: Generali From 2027

The Berlin Marathon is entering a new chapter in its history. After years of partnership with BMW, organizers have announced a major change — starting in 2027, the race will take place under the name GENERALI BERLIN-MARATHON. This marks a significant moment for one of the world’s leading running events, combining tradition, global prestige, and new energy brought by Generali Deutschland AG.

“Thank you BMW – welcome Generali!”
With these words, organizers summed up their long-standing collaboration with BMW while welcoming the new title sponsor.

The announcement was made during the REGISTRATION RUN at the Brandenburg Gate — a symbolic location for the Berlin Marathon. The first edition under the new name will take place on September 26, 2027. Generali and SCC EVENTS emphasize that this partnership is not starting from scratch: since 2019, the insurer has been part of the GENERALI BERLIN HALF MARATHON, and in recent years has supported the GENERALI 5K and the mini‑MARATHON presented by Generali.

The Berlin Marathon remains part of the Abbott World Marathon Majors, meaning it will continue to be one of the most important races globally — for elites and amateurs alike. This year’s edition welcomed over 86,000 athletes from 162 nations and more than one million spectators along the course. It is within this context that the new partnership aims to strengthen the event’s development and social impact.

Jürgen Lock, CEO SCC EVENTS:
“Generali and SCC EVENTS share common values and a mutual understanding of the impact sport can have on individuals and society as a whole. (…) We are convinced that together we can make an even greater impact – far beyond running.”

Lock’s statement highlights that the partnership is not merely a business decision. Organizers aim to expand events for different age groups and performance levels, ensuring the marathon remains a place where records, personal stories, and the city’s energy come together.

Stefan Lehmann, CEO Generali Deutschland AG:
“People need more physical activity. (…) Sport promotes health whilst bringing people together across social, cultural and generational boundaries.”

Generali emphasizes that sport is one of the key tools for improving public health and strengthening social integration. The partnership with SCC EVENTS aims to support both elite athletes and those beginning their running journey. The GENERALI BERLIN-MARATHON is set to become a central pillar of this long-term strategy.

The new title partnership represents not only a change of name but also a clear reinforcement of the marathon’s role in Berlin’s cultural and sporting life. The Berlin Marathon continues to unite thousands of people from around the world — and from 2027 onward, it will do so under a new banner, with even greater support and ambition.

Source: Berlin Marathon