The Infront agency has held a minority stake in the Sydney Marathon since July 2022. (Cameron Spencer/Getty Images)

Australia's Sydney Marathon has now been added to the list of top-tier Abbott World Marathon Majors (AbbottWMM) events.

The Sydney event, in which international sports marketing agency Infront has held a minority stake since July 2022, becomes the seventh race – and first in the southern hemisphere – to join the elite series, following a multi-year evaluation process.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

It joins marathons in Boston, New York, Chicago, London, Berlin and Tokyo.

Dawna Stone, chief executive at AbbottWMM, has said: “The team in Sydney has been working towards this day, every day, for more than three years, and to see the improvement in their operations and event experience to the point where we can now call them a major has been deeply impressive.

“We cannot wait to see our community embrace this race as a major and start planning their visits to run the streets of one of the finest cities in the world.”

The scope of Infront’s deal with the race has allowed that agency to market sponsorship and media packages whilst also providing support to the race throughout the evaluation phase.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Sydney officials have reportedly said they expect Major status to help generate an extra $48 million in revenue for the state of New South Wales over the next three years.

Two other cities, Cape Town in South Africa and China’s Shanghai, are both in the candidacy process for AbbottWMM status.

Infront is also a strategic partner of the Cape Town race, having struck a deal to that effect in August 2021.

Next year’s Sydney Marathon, meanwhile, is set to take place on August 31, with over 33,000 runners expected to take part.

The event has had Tata Consultancy Services (TCS), the prominent India-based IT company, as its title sponsor since July this year, when a long-term deal was signed.

Health brand Blackmores was the last title sponsor of the event in 2022, while the 2023 edition was staged without a partner.