It's a marathon, not a sprint

Beyond the finish line, the Boston and London Marathons in April present significant opportunities for marketers. The CIM team examines the evolving landscape of sponsorship, the increasing importance of sustainability, and innovative approaches to engaging the vast crowds they attract.

There's something special about city marathons, and this month, the streets of Boston and London will become global stages for two of the world's most iconic races.

Besides being major personal milestones for the runners, these events have become powerful platforms for brand storytelling and community engagement.

For marketers, sporting events like these are an opportunity to build genuine emotional connections with hugely diverse and highly motivated audiences—both on the ground and online. From immersive activations and purpose-led storytelling to a wave of user-generated content, marathons now require a more thoughtful, experience-driven approach.

As Ishveen Jolly, founder of OpenSponsorship, says: "Marathons like Boston and London are storytelling goldmines. They're not just races, but collective expressions of endurance, resilience, and community."

In this article, we explore how leading brands are making their mark at these large-scale sporting events.

Rethinking sponsorship

Sponsorships often revolve around logo placement and visibility, but at marathons like Boston and London, the best partnerships go much deeper.

"Partnerships work best when they feel personal," says Jolly. "Adidas' long-standing sponsorship of the Boston Marathon is a great example, not just in supplying performance gear, but in co-creating digital experiences like custom race posters or limited-edition merch tied to bib numbers. These small touches turn runners into brand advocates."

Value doesn't just come from visibility; the emotional connection is really important, and brands that recognise this will naturally gain more loyalty.

"Sponsorship works when it feels natural. Brands harnessing the marathon's energy are winning," explains Matt Farnworth, head of creative strategy at Multiple.

He highlights ASICS' approach at the Paris Marathon, where their 'Festival of Running' expanded the brand's presence beyond race day: "On the Friday, their elite athletes raced 5K and 10K in the heart of the city. A perfect way to expand their presence beyond race day and inspire runners." These activations embed brands in the event's broader cultural and emotional context, not just race day logistics.

This approach has played out well at the New York and LA Marathons through collaborative partnerships. Farnworth notes: "The Bandit and ASICS collaboration is a prime example. Through shakeout runs, cheer zones, and medal portraits, ASICS engaged a highly localised audience, maintaining a presence before, during, and after the race."

On-the-ground impact

Marathon weekend brings plenty of chaos and energy, so standing out is no mean feat. Citywide events, packed crowds, and multiple brand presences mean that physical activations must do more than attract attention—they need to enhance the runner's experience in meaningful ways.

"Marathon weekend in a city is manic; it's tricky for brands to activate," says Farnworth. "The best ones spread their activity over the week and weekend, in real life (IRL) and digitally. Focus on enhancing the experience, not interrupting it."

Focusing on complementing rather than competing with the flow of the event is so important. As runners and spectators are already immersed in a powerful emotional and physical journey, brand activations that feel disruptive or overly self-promotional can miss the mark.

Jolly highlights two examples that successfully blend tech with emotion: "We've seen how on-site activations, like TCS' 'cheer zones' and biometric-led experiential booths at the London Marathon, bring tech and emotion together. It's not just exposure, it's value creation. Brands need to ask: What are we adding to the runner's journey?"

In this case, technology doesn't replace physical presence; it enhances it. When paired with race day emotions, these activations deliver more than novelty; they create memories.

Of course, we can't forget the importance of local community integration as a foundation for successful in-person activations; as Farnworth says: "In running, community is local. For marathons, IRL activations should lead. Digital amplifies, but real impact happens on the ground. Anchoring locally by partnering with running clubs and shops lets global brands tap into regional audiences."

Marathons may only last a day, but the very best brand activations stay with runners well beyond that, tapping into the pre-race excitement, race-day emotion, and post-race reflection.

The hybrid engagement model

Marathons are an opportunity for blending physical experiences with digital storytelling. Farnworth highlights how Adidas effectively extended its presence after the race: "Adidas' 'Here to Create Legend' campaign tapped into that. By delivering 30,000 personalised videos within 24 hours, Adidas kept the brand present in social feeds long after the race."

Technology is also transforming the nature of branded merchandise. Matt Charlton, CEO of Brothers & Sisters, shares an example that demonstrates how digital storytelling can be woven into physical items: "Last year Brothers & Sisters created a Nike football shirt for Grenfell Athletic FC which had a chip in the badge. You run your phone over it and it auto loads related content on the phone. This approach turns merchandise into a genuine storytelling channel in a way it has never before been."

More than a campaign hashtag

Social media can be a powerful tool for brands with little (or no) on-site presence. However, recognising that effective social engagement needs more than a campaign hashtag is important. Like any strong story, it requires emotional resonance and purpose, too.

"User-generated content (UGC) is still massively underutilised," says Jolly. "The best campaigns don't force hashtags but give people a reason to share. ASICS' 'Move Your Mind' campaign used mental health storytelling to encourage runners to post not just times, but why they run. That's powerful."

Marathon stories are inherently emotional, and social platforms allow brands to amplify those moments authentically. When participants are given a meaningful reason to share, content becomes more impactful and widely resonant.

Farnworth reinforces the value of this approach for brands that aren’t physically present: "Social lets brands show up at a marathon without a physical presence. Digital training apps and sports travel companies continue to partner with influencers, effectively amplifying their reach. Not there physically? Leverage social."

Storytelling that sticks

Few sporting events provide as many emotionally rich stories as marathons. They're unique because they aren't only about elite sportspeople; the big focus is usually on amateur runners. Their personal reasons, struggles and triumphs are what bring these events to life. The brands that tap into that are the ones that people think about long after the race itself.

"Marathons like Boston and London are storytelling goldmines," says Jolly. "They're not just races, but collective expressions of endurance, resilience, and community. For brands, success at these events lies in understanding that they're not just reaching spectators, but deeply engaged participants who are the story.

"At OpenSponsorship, we encourage brands to champion real participant stories, not just elite athletes, but everyday heroes. These narratives spark genuine emotional connections and often outperform polished brand content in terms of engagement," she adds.

Charlton expands on the power that well-crafted, relevant stories hold: "We know that storytelling is the brand's ultimate weapon in capturing consumer imagination, but it is a rare thing indeed.

"Ultimately, brands have to think about relevance. You can now go deeper with the storytelling, but it still has to be super relevant. The Nike storytelling we created in the shirt was built around the shirt being the 'Fabric of the Community', and each film was the story of the fabric woven into the shirt, including fabric worn by the fire survivors. It has extreme relevance as well as power."

Sustainability: a new standard for brands

Consumers are prioritising sustainability in their consumption practices, and marathons give brands a chance to show how they're committed to that.

"It's no longer optional," says Jolly. "Brands like Lululemon and On Running are being held to higher standards, whether it's recycled kits or carbon-neutral events. Marathons are increasingly values-driven, and brands must align with that or risk being ignored."

Participants and spectators alike are paying closer attention to the environmental footprint of large events like these (and to the brands involved). Whether through sustainable materials, eco-conscious event support, or transparent reporting, brands must now walk the talk.

Final thoughts

Marathons aren't just high-traffic sponsorship opportunities; they’re cultural moments full of energy, emotion and community. For brands, they offer a rare chance to connect with motivated, emotionally invested audiences.

Being the loudest in the room doesn't mean success. It's about being the most meaningful. Whether through personal sponsorships, immersive activations or storytelling, people remember the brands that genuinely add value to the runner's journey.

As Jolly sums up: "Ultimately, the most effective marathon campaigns are not just seen—they're felt. Brands that elevate the runner's experience, emotionally and practically, will always win."

Want to know more about event marketing? The CIM Event Marketing training course covers a range of strategies and tips to maximise every aspect of your event lifecycle. The workshop focuses on developing a comprehensive planning process and apply a meaningful event proposition across your customers’ journey.

Sign up for the CIM Event Marketing training course here