Archive · 14 Jun 2025
Marathons Fueling Brand Growth and Visibility in India
Running is becoming a big business in India, like a playground for companies.
It's a $450 million-a-year industry!
Companies like TCS and Puma are sponsoring races, hoping to get more people to know and like their brands.
They want to connect with runners and boost their image, and the events generate significant economic impact.
For example, TCS has seen a big jump in its brand value, partly because it sponsors big races around the world.
Many brands use marathons to reach out to people and build communities, while some, like Vedanta, are turning miles into meals.
Running is a growing industry in India, estimated at $450 million annually, including sponsorships and event management.
Marathons make up 23.5% of the growth in the Indian sports market, with over 2 million runners participating yearly.
Brands like TCS and Puma are investing in running events to boost brand image and connect with target audiences.
TCS's brand value grew to $19.2 billion in 2024, attributing success to its running event sponsorships.
Marathons generate economic impact and contribute to charitable causes, such as Vedanta's 'Run for Zero Hunger' initiative.
- Who
- Brands such as TCS, Puma, and Asics are sponsoring running events and over 2 million runners.
- What
- Brands are using marathons to boost their visibility and connect with consumers.
- When
- The Indian sports market grew 19% year-on-year in 2024.
- Where
- Across India, with major events like the Mumbai and Delhi Marathons.
- Why
- To build brand awareness, connect with target audiences, and contribute to economic impact.
Benefits of Sponsorships
Economic and Community Focus
Focus
Benefits of Sponsorships
Increase brand visibility and connect with target audiences.
Economic and Community Focus
Focus on economic impact and community engagement.
- Industry Value
- $450 million annually
- Marathon Growth
- 23.5% of sports market growth in 2024
- Runners Annually
- Over 2 million
- TCS Brand Value
- $19.2 billion (2024)
- TMM Economic Impact (2024)
- `367 crore