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Tata Consultancy Services and Brand Finance said marathons backed by TCS generated USD $3.2 billion for host cities and USD $315 million for charity in 2025, according to the latest Marathons 50 research on the world's leading marathon events.
The study found the top 50 marathons worldwide produced USD $6 billion in economic impact and USD $434 million in charitable fundraising during the year. TCS-partnered races accounted for 53% of that economic total and 73% of the charity sum.
Ten TCS-backed marathons appeared in the top 50 ranking, including seven of the top 10 and the top three events: the TCS London Marathon, the TCS New York City Marathon and the Boston Marathon presented by Bank of America.
The research also highlighted a broader boom in participation, estimating that 520,000 people ran their first marathon in 2025, including nearly 157,000 first-time runners at TCS-partnered races.
Across those races, runners devoted an estimated 46 million hours to training. The report found the benefits of marathon participation, including physical and mental health, belonging, resilience and productivity, were reported at levels 3.1 times higher for marathoners.
Economic effect
The TCS New York City Marathon recorded the largest estimated economic impact of any marathon at USD $857 million, while the TCS London Marathon ranked as the world's strongest marathon brand. TCS currently partners with 14 marathons and running events worldwide, including five Abbott World Marathon Majors.
Brand Finance Chairman David Haigh said marathons had become one of the most significant properties in sport because of their mix of participation and broader civic value.
"Marathons are among the most powerful sports properties we study, combining mass participation with significant economic, social and charitable impact. Long-term partners like TCS have helped accelerate that value by going beyond traditional sponsorship, bringing technology, innovation and sustained investment to evolve what marathons can deliver for runners, host cities, charities and communities, extending their impact long after the last runner has crossed the finish line," Haigh said.
The report also examined technology's role in races and found organisers are moving from basic data collection to more active use of artificial intelligence. It found 37% of marathon organisers already use AI tools, while 59% expect AI to have a high impact on their events.
Organisers identified operational analytics and crowd intelligence as the main areas of interest. At the same time, 63% said system integration was the biggest technology barrier after budget.
AI adoption
The research suggested race organisers believe technology serves runners better than spectators. While 59% said their technology meets runners' needs, only 30% said the same for spectators, pointing to room for better live route tracking and other race-day tools.
Among runners, connected devices and apps are now central to training and race preparation. The study found 68% rely on smartwatches, 59% use nutrition apps and 57% use advanced performance benchmarking tools. It also found 63% of runners prioritise an official race app with live tracking on race day.
TCS said it has already introduced several technology projects through its marathon partnerships, including RunConcierge, an AI assistant built with Neurun that offers race-day hydration advice, pacing guidance and 3D course previews based on live weather conditions.
It also highlighted its Future Athlete Project, which uses digital twin heart technology to model cardiovascular load and identify health risks for elite, para and amateur athletes. The official TCS London Marathon app was tested at scale and served more than 796,700 users with features including MarathonBoost and real-time telemetry.
Sponsorship value
The study also looked beyond race operations to sponsorship effects. It found familiarity with TCS rises to 56% among marathon runners, four times the level in the general public and the largest relative uplift among sponsors covered in the research.
Marathon participants also appear to include a relatively senior professional audience. According to the report, 18% of marathon runners hold C-suite or board positions, compared with 7% of recreational runners, while 36% are business executives.
Abhinav Kumar, Chief Marketing Officer, TCS, said: "Marathons are integral to our global marketing strategy, combining the power of participation with tangible impact: $3.2 billion of economic uplift for host cities and $315 million raised for charity in 2025 is a fantastic achievement. Few other sports partnerships bring people together in quite the same way. You don't just watch a marathon; you run it, volunteer, cheer, and get inspired. Notably, 36% of marathon runners are business executives. We're proud to help shape what comes next for the sport while supporting so many of our clients and employees who run with passion every day."