The business model of "City Marathons"

Abstract

 This article analyzes the commercial logic of city marathons as a sports industry project that is considered "the most cost-effective yet highly profitable." The article highlights that city marathons, with their low participation threshold, high public engagement, and the scarcity of sports venue resources, have become the preferred choice for ordinary people to experience the joy of sports. Their profit model primarily relies on dual sources of income: registration fees and sponsorship fees. Taking the Beijing Marathon as an example, its revenue in 2015 was approximately 40 million yuan. The article further introduces the concept of "Marathon Plus," explaining its synergistic value with urban tourism, running training, sports equipment consumption, and the internet. It argues that city marathons are not only a "cash cow" for organizers but also a catalyst for urban vitality and a driver for consumption in related industry chains. The article recommends that cities should establish marathons as regular events.