The TCS London Marathon has been named the world’s strongest marathon brand for a second consecutive year in the Brand Finance Marathons 50 2026 report.
The study ranks the London event first for brand strength with a Brand Strength Index score of 95.5 out of 100. New York City follows on 92.3, with Boston, Berlin and Paris completing the global top five.
Runner experience drives marathon choice
Brand Finance surveyed more than 9,400 people across nine markets, including almost 3,000 marathon runners. The research measured awareness, reputation, consideration and engagement across more than 75 races.
Prestige remains the single biggest driver when runners choose a race, accounting for 32% of consideration. However, atmosphere, location, growing appeal and organisation also influence decisions, showing that the complete race experience matters alongside reputation.
London recorded the strongest domestic perceptions of any marathon in the study. It achieved maximum scores for awareness and familiarity, while also leading measures covering willingness to participate and favourite-race status.
Major marathons generate billions
The report estimates that the world’s top 50 marathons generated US$6 billion in economic impact for their host cities during 2025. The TCS New York City Marathon led on US$857 million, followed by the Bank of America Chicago Marathon on US$803 million and the TCS London Marathon on US$604 million.
International runners are a major part of that activity. Brand Finance estimates that overseas visitors spend around 2.5 times as much as domestic participants and stay for an average of 3.9 days, benefiting hotels, restaurants, transport providers and other local businesses.
The seven Abbott World Marathon Majors included in the research had a combined brand value of US$1.1 billion. New York City was the most valuable marathon brand at US$339 million, followed by London at US$230 million and Chicago at US$149 million.
Charity and participation impact
Brand Finance estimates that the top 50 races raised US$434 million for charity and encouraged 160 million additional hours of physical activity across the race year. First-time marathon runners accounted for 72 million of those hours.
The 2026 TCS London Marathon itself set a Guinness World Record with 59,830 finishers and raised more than £90 million for charity. Organisers also received a record 1.33 million ballot applications for the 2027 edition.
That demand has led to a special two-day TCS London Marathon on Saturday 24 and Sunday 25 April 2027. The event is expected to welcome 100,000 participants across the weekend and organisers estimate it could raise more than £150 million for charity.
“Atmosphere, organisation and the overall race experience all play a hugely important role,” said Scott Moore of Brand Finance.
London Marathon Events chief executive Hugh Brasher said the ranking reflects the event’s popularity and its ability to unite people and communities. TCS UK and Ireland head Vinay Singhvi described the result as evidence of the organiser’s ability to create a memorable runner experience while supporting charities and communities.
What the research means for the running industry
The findings underline the commercial and community value of mass-participation running. For organisers and partners, stronger runner experiences can increase international demand, improve sponsorship value and build lasting connections with participants.
The findings offer race organisers and partners a way to compare brand strength and consider the factors that influence runners’ choices.
Further information is available from Brand Finance’s announcement and TCS London Marathon.
Featured archive photograph: a runner at the 2026 London Marathon. Credit: Jerry Sun / PUMA.
