New York City Marathon is world’s most valuable marathon brand 
First-of-its-kind research from Brand Finance evaluates the economic impact and brand strength of the world’s top 50 marathons

• The combined brand value of the seven Abbott World Marathon Majors reaches $1 billion; New York City Marathon is the most valuable at $292 million
• New York City Marathon is the world’s second strongest marathon brand, behind only the London Marathon
• TCS New York City Marathon made second largest individual contribution of any Abbot World Marathon Major to host city at $622 million in 2024
• Abbott World Marathon Majors account for over half of total economic impact and raise $276 million for charity in 2024
• The world’s top 50 marathons raised an estimated $425 million for charity in 2024

LONDON, October 30, 2025 – The New York City Marathon has the most valuable brand of any marathon at USD292 million, according to a report from Brand Finance, the world’s leading independent brand valuation consultancy.

The New York City marathon’s brand value is driven by its extensive and diverse revenue streams, as well as its strong brand equity. According to Brand Finance research, it also had the highest revenues across sponsorship, entry fees, and broadcast.

The New York City Marathon is the second strongest marathon brand globally, with a Brand Strength Index (BSI) score of 89.7 out of 100. Brand Finance’s research, based on insights from a global survey of over 10,000 people, highlights it as the marathon with the highest international awareness and as being in a great location. The New York City Marathon also shares the top spot with the Boston Marathon for heritage and prestige. It is also highly rated for providing a great spectator experience and earns joint top scores for elite participation alongside the London Marathon.

In terms of economic impact, the TCS New York City Marathon ranks second among the world’s top 50, estimated at USD622 million in 2024, fueled by mass spectatorship and subsequent spending. The result is significant revenue generation by the organizers through sponsorships, entry fees, and charitable contributions. According to Brand Finance research, the world’s top 50 marathons contributed USD5.2 billion to their host cities last year.

Laurence Newell, Managing Director, Brand Finance Americas, commented:

“The New York City Marathon is not only one of the world’s most iconic races as part of the Abbot World Marathon Majors, but also a cultural landmark. With more than five decades of history, it stands out among U.S. respondents in Brand Finance’s research for its unmatched media presence across TV, online, and news, and for the way it sparks conversations among friends, family, and communities. As a cornerstone event for marathoners worldwide, it captures the energy and ambition of the city itself.”

Hugo Hensley, Valuation Director at Brand Finance, commented:

“Marathons are simultaneously elite athletic competitions and public mass participation events, and usually also major charity initiatives. This unique position is evident in the strength and value of marathon brands, and the USD5.2 billion economic impact they have on the cities where they run. Marathons are extremely attractive and effective sponsorship opportunities for brands that genuinely align with the events’ values of community, charity, and competition.”

Brand Finance data reveals that the London Marathon is the strongest marathon brand, with a BSI score of 90.1 out of 100. London excels in accessibility and inclusivity, making history in 2024 as the first marathon to offer equal prize money for both wheelchair athletes and able-bodied competitors.

The Paris Marathon is the third-strongest marathon brand globally with a BSI score of 86.6 out of 100. Paris is the only race in the top six not classified as an Abbott World Marathon Major, though its brand may have benefited in the research from post-Olympic enthusiasm. Hosted in an iconic city, the Paris Marathon enjoys strong domestic and international perceptions, ranking first internationally for its great atmosphere.

The Abbott World Marathon Majors collectively raised USD276 million for charity in 2024, more than half of the total charitable funds raised by the world’s top 50 marathons at an estimated USD425 million.

Note to Editors

The inaugural Brand Finance Marathons 50 2025 study is based on data from a representative sample of over 10,000 respondents, including the general public and self-identified runners, ensuring insights into both broad and specific perceptions of the world’s top 50 marathon brands.

Every year, leading brand valuation consultancy Brand Finance puts 6,000 of the world’s biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 strongest marathon brands are included in the Brand Finance Marathons 50 2025 report.

Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Marathons 50 2025 report.

Media Contacts

press@brandfinance.com

Florina Cormack-Loyd 

Communications Director, North America

+1 647 264 4012

f.cormackloyd@brandfinance.com

About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations make strategic decisions.

Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports that rank brands across all sectors and countries.

Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and strategic guidance they need to enhance brand and business value.

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.

Brand Finance is a regulated accountancy firm and a committed leader in the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Disclaimer

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable if the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any individual, government, or organization.

The data presented in this study forms part of Brand Finance's proprietary database is provided for the benefit of the media, and is not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.