The TCS London Marathon has been named the world’s strongest marathon brand for a second consecutive year in a new report by Brand Finance, the world’s leading brand valuation consultancy.
The Brand Finance Marathons 50 2026 is the world’s most comprehensive study of marathon brands and measures brand strength through the eyes of runners. Brand Finance surveyed more than 9,400 respondents across nine markets, including nearly 3,000 marathon runners, to rank more than 75 marathons on awareness, reputation, consideration and engagement. The study also identifies what matters most to runners when choosing a race, from prestige and atmosphere to location and organisation.
The study found the TCS London Marathon had a Brand Strength Index (BSI) score of 95.5 out of 100, ahead of the TCS New York City Marathon (92.3), followed by Boston (85.9), Berlin (85.4) and Paris (84.6), which complete the global top five.
According to Brand Finance’s latest research, the TCS London Marathon records the strongest domestic perceptions of any marathon brand, with maximum scores for awareness and familiarity and top scores for runners’ willingness to take part and for being named their favourite marathon.
The research finds that being seen as the best marathon in the world is the single largest driver of runners’ consideration to take part in a race, accounting for 32% of driving importance. But the wider experience matters too. Having a great atmosphere accounts for 11%, a great location for 8%, growing appeal for 7% and being well organised for 5%.
The Brand Finance report also found the TCS London Marathon was the second most valuable marathon brand in the world at $230 million dollars, behind only the TCS New York City Marathon ($339 million). Together, the seven Abbott World Marathon Majors (Tokyo, Boston, London, Sydney, Berlin, Chicago and New York) have a combined brand value of $1.1 billion*.
It also revealed the world's top 50 marathons generated an estimated $6 billion in economic impact for their host cities in 2025. The TCS New York City Marathon led with $857 million, followed by the Bank of America Chicago Marathon ($803 million) and the TCS London Marathon ($604 million). Together, these three races generated almost $2.3 billion.
International runners are a major contributor to this economic activity. Brand Finance estimates that international visitors spend around 2.5 times as much as domestic visitors and stay an average of 3.9 days, supporting local hotels, restaurants, transport and other businesses.
Hugh Brasher, CEO of London Marathon Events, said: “We are incredibly proud the TCS London Marathon has been named the world’s strongest marathon brand for the second year in a row in the 2026 Brand Finance report. The research backs up the statistics which prove the TCS London Marathon is the most popular marathon on the planet with a record-breaking 1,338,544 people entering the ballot for the 2027 TCS London Marathon. We are extremely excited that for one year only we will be able to offer more people than ever before the chance to run in the TCS London Marathon with 100,000 participants taking part across what promises to be two unique and incredible days when London will again show its ability to unite people and communities like no other event on the planet.
“The Brand Finance report also shows the power of marathons as a force for good for our cities with London benefitting from $604 million of economic impact from the 2026 edition – a figure that is set to grow again with the 2027 Double TCS London Marathon.”
Scott Moore, Head of Sports Services, Brand Finance commented: “The world's leading marathons have become powerful global brands, attracting runners from around the world and generating billions for their host cities. But our research shows that prestige alone is not enough. Atmosphere, organisation and the overall race experience all play a hugely important role in shaping where runners want to race.
“For marathon organisers, understanding what influences runners' perceptions and decisions is essential to building a stronger brand. Investing in the runner experience, strengthening international appeal and building meaningful connections with participants can help races attract greater demand, unlock commercial opportunities and create lasting value for their host cities. London and New York City demonstrate just how powerful that combination can be, but these lessons are relevant to marathon organisers at every level."
Vinay Singhvi, Head – UK & Ireland, Tata Consultancy Services (TCS) commented: “For the TCS London Marathon be crowned the world’s strongest marathon brand for a second-year running is an incredible achievement and a testament to London Marathon Events’ ability to create an unforgettable experience for runners while delivering lasting value for charities and communities across the UK. Endurance running has become a powerful global engine for good, and we are incredibly honoured to contribute to that progress. TCS-sponsored marathons have raised $315 million worldwide, with the TCS London Marathon leading the charge by setting a new fundraising record in 2026. The iconic 2027 Double TCS London Marathon gives TCS and London Marathon Event an opportunity to continue building on this momentum and help turn the ambition of every runner into meaningful support for important causes up and down the country.”
The 2026 TCS London Marathon set a Guinness World Record of 59,830 for the largest number of finishers in a marathon and raised more than £90 million for charity.
*The number of Abbott World Marathon Major marathons has increased to eight since the Brand Finance research was conducted with the Cape Town Marathon confirmed as the eighth Major in June 2026.
