London Marathon claims top spot in 2025 global marathon brand rankings

The London Marathon has secured the number one spot in the 2025 global marathon brand rankings, as revealed in a recent report by Brand Finance, a leading global consultancy specialising in brand valuation.

The New York City Marathon and Paris Marathon rounded out the top three, claiming second and third positions, respectively, Caliber.Az reports per Russian media.

In the assessment, the London Marathon achieved a Brand Strength Index (BSI) score of 90.1 out of 100, highlighting its strong recognition both within the UK and internationally. Brand Finance attributes this high score to the marathon’s longstanding prestige and iconic location, which continue to draw runners, sponsors, and fans from around the world.

The London Marathon is a key player in the prestigious "Marathon Majors", an exclusive group of seven top-tier marathons, which includes renowned events in New York, Boston, Tokyo, Berlin, Sydney, and Chicago. The New York City Marathon, with a BSI score of 89.7, was also highlighted as the most valuable marathon brand, valued at an impressive $292 million. Meanwhile, the Paris Marathon, though not part of the Marathon Majors, secured third place with a BSI score of 86.6, showcasing its growing influence in the marathon world. Brand Finance’s analysis estimates the combined brand value of the Marathon Majors at $937 million. 

These values are based on a comprehensive assessment of the total revenue generated by the event organisers, including sponsorship deals, registration fees, grants, donations, and licensing revenues. In a broader economic context, the combined economic impact of the world’s 50 largest marathons on their host communities reached an estimated $5.2 billion in 2024. Notably, half of this figure was attributed to the Marathon Majors, which continue to serve as key economic drivers in the global marathon landscape.

By Naila Huseynova