London has the world’s strongest marathon brand beating rivals New York and Paris, according to a new study.
The 26.2 mile London race, being held for the 45th time this Sunday tops a list of the world’s 50 most prestigious marathons compiled by specialist analysts Brand Finance.
The London Marathon, first run in 1981 was given a Brand Strength Index (BSI) score of 90.1 out of 100, ahead of New York on 89.7 and Paris on 88.4.
Fourth highest was Berlin with a score of 82.9 followed by Boston on 80.9.
Around 56,000 athletes are expected to participate in Sunday’s Blackheath to the Mall event after a record 840,000 applied in the ballot.
It is the world’s biggest one day charitable fund raising event with £1.3 billion raised over its history.
The research, which included interviews with 4000 runners, concluded that the London Marathon “excels in awareness and familiarity, both locally and internationally.”
It added: “Its strong heritage, prestige, and the iconic backdrop of London are recognised and celebrated by runners, sponsors, and supporters around the world.”
London hosts one of the seven Abbott World Marathon Majors, a series of the world's largest and best known marathons includes the races in New York, Boston, Tokyo, Berlin, Sydney, and Chicago.
The London Marathon recently became the first in the world to award equal prize money amounts for both wheelchair users and non-disabled athletes. This has further enhanced the race's reputation for accessibility and inclusivity, reflected in a top score in this metric.
The London Marathon is also recognised as a highly organised and well-staffed event offering an excellent experience for spectators.
Locally, the London Marathon ranks highest for engagement, thanks to the massive crowds that line the streets to watch live and the strong viewership following the event on television. It also received top scores from local respondents who saw the marathon on TV, or online.
Abhinav Kumar, chief marketing and communications officer at London Marathon sponsor TCS, said: “Marathons inspire movement, promote wellbeing, and strengthen communities, while bringing important incremental economic growth to their host cities.”
David Haigh, CEO and Chairman, Brand Finance, said, “Brand Finance is interested in marathons because they sit at the intersection of many of our areas of specialization, particularly sponsorship effectiveness, sustainability, place branding, and soft power. “Elite and amateur runners often share the same course, elevating the importance of brand attributes such as accessibility, sustainability, and technology. ”
