On November 18, the Changsha International Marathon kicked off at the Helong Sports Center, with Huarong Xiangjiang Bank, a financial institution, serving as its title sponsor. Prior to this, marathons in Qingdao, Hangzhou, Shanghai, and Xi'an — several key cities — had already taken place.
The 22nd Shanghai International Marathon, which concluded on November 12, increased its full marathon slots from 20,000 last year to 28,000 and eliminated the half marathon event. This move is seen as a signal of Shanghai Marathon’s push toward becoming a World Marathon Majors event.
A weekend earlier, the Hangzhou Marathon and Qingdao Marathon were held simultaneously on November 5. The Hangzhou Marathon marked its 31st edition, with 35,000 participants taking part that day.
For Qingdao, it was the first time the city hosted an international marathon in 12 years since its inaugural event in 2005.
As three highly watched cities in China, Qingdao, Hangzhou, and Shanghai held their marathons almost concurrently, following the Xi'an International Marathon, which wrapped up on October 28.
As well-known economic hubs in China, the competition among these four cities has drawn significant attention.
On one hand, there is the continued legacy of the long-established Hangzhou Marathon and Shanghai Marathon; on the other, the "newcomers" — the Xi'an International Marathon and Qingdao Marathon — are catching up, sparking a marathon-driven rivalry.
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The Marathon Competition
Both "newcomer" marathons are eyeing the prestigious title of "internationalization."
From the outset, the Xi'an Marathon organizers stated, "An international metropolis must host international sporting events. By organizing the 2017 Xi'an International Marathon, we aim to showcase the city’s image through a high-standard, large-scale international sports event."
According to reports, the Xi'an International Marathon is the highest-profile marathon ever held in the city. The event was co-hosted by the Chinese Athletics Association, the Shaanxi Provincial Sports Bureau, and the Xi'an Municipal People's Government, and co-organized by the Shaanxi Provincial Athletics Association, the Xi'an Sports Bureau, the Qujiang New District Management Committee, and the Xi'an Tourism Bureau.
In fact, prior to this, Xi'an also hosted the Xi'an City Wall International Marathon, organized by the Xi'an Municipal People's Government and managed by the Xi'an Sports Bureau and the Qujiang New District Management Committee. Established in 1993, that event only featured a half marathon, a 13.7-kilometer city loop run, and a 5-kilometer fun run.
In official statements, the Qingdao Marathon is positioned as "a modern international marathon for the citizens," with the goal of eventually becoming an IAAF Gold Label Road Race, held annually.
With the growing popularity of marathon running in recent years, participants, sponsors, and organizers alike are fully engaged in this booming phenomenon.
In terms of participation, the total number of marathon runners in 2016 reached approximately 2.8 million, an increase of nearly 87% year-on-year. The number of events has also risen steadily, with 51, 134, and 328 marathons registered with the Chinese Athletics Association in 2014, 2015, and 2016, respectively.
Meanwhile, the financial appeal of major marathons has also strengthened, with top-tier events often attracting sponsorship deals worth tens of millions.
"With the rise in marathon popularity, the past two years have seen a very noticeable influx of social capital, with great enthusiasm across the board," a representative from the Zhejiang Provincial Sports Competition Center, the organizer of the Hangzhou Marathon, told reporters on November 8.
In terms of sponsors, the Qingdao Marathon features five sponsorship tiers: title sponsor, premier partner, strategic partner, official sponsor, and official supplier, encompassing a total of 19 companies. The Xi'an Marathon and Shanghai Marathon also have five sponsorship levels, covering 19 and 16 companies, respectively.
In comparison, the longest-running Hangzhou Marathon far surpasses the two "newcomers" in sponsor numbers. Its sponsorship is divided into nine levels, including title sponsor, official sponsor, official supplier, and event service provider, involving a total of 25 companies.
For comparison, the title sponsor of the Hangzhou Marathon is the automaker GAC Honda, the founding sponsor of the Shanghai International Marathon is the diversified chemical company Toray Group, the title sponsor of the Xi'an Marathon is the real estate firm Country Garden, and the Qingdao Marathon is sponsored by the locally renowned Haier Group. Additionally, common sponsor categories such as sportswear brands, automakers, and F&B outlets are represented across the boards.
The Battle of City Power
It’s worth mentioning that as marathon culture takes root, marathons are no longer just races but also reflections of a city’s soft power. The competition among cities has gained an additional dimension through marathons.
When speaking with the head of the organizing committee of a city hosting its first marathon, the individual noted that because most cities of similar size have already held marathons and developed them into brand events, their city must also make its mark in this area.
"A major event has profound and significant long-term impacts on the host city, playing a substantial role in social, economic, and cultural benefits," said the aforementioned Hangzhou Marathon official.
For example, data from the Xiamen Marathon showed that in 2016, the event generated direct economic benefits of 230 million yuan and indirect benefits of 325 million yuan, totaling 555 million yuan — a 20.1% year-on-year increase.
Among these four cities, Shanghai holds an absolute advantage in economic strength, while Hangzhou and Qingdao rank similarly, with Xi'an slightly behind.
Data shows that in 2016, the GDP of Shanghai, Hangzhou, Qingdao, and Xi'an were 2.67 trillion, 1.17 trillion, 1.01 trillion, and 0.65 trillion yuan, respectively, with year-on-year growth rates of 6.7%, 10%, 8%, and 8%. In national rankings, their GDP placed them 1st, 10th, 12th, and 26th among Chinese cities.
Regarding the economic benefits brought by marathons, on November 9, a spokesperson for the Xi'an Marathon Organizing Committee told 21st Century Business Herald, "The economic impact of hosting a marathon has been analyzed and documented in other cities. As Xi'an's marathon is relatively new, we are learning from the successful experiences of others."
On November 9, Ji Gaoshang, director of the Qingdao Municipal Sports Bureau, said in an interview with reporters, "According to incomplete statistics, this Qingdao Marathon has generated direct economic benefits of approximately 180 million RMB."
"The impact of hosting a marathon in Qingdao on the tourism and exhibition industries goes without saying, and it has also brought new momentum to Qingdao's catering, accommodation, and urban tourism sectors. The fact that the Qingdao Marathon is held in November also adds new elements to Qingdao's winter tourism, ensuring that the off-season remains vibrant," Ji pointed out.
According to data provided by the Qingdao Marathon organizers, from November 2 to 6, the average occupancy rate of some hotels along the race route in Shinan District, Shibei District, and Laoshan District was 51.2%, an increase of about 2.3% compared to the same period last year. In addition, from November 4 to 6, the number of visitors and revenue at some scenic spots in Qingdao saw significant growth compared to the three days prior.
For example, the famous Laoshan Scenic Area in Qingdao received a total of 36,000 visitors over these three days, a 73.3% increase compared to the previous period, with revenue reaching 825,000 RMB, up 67.7% sequentially.
In addition, the emphasis cities place on cultural strength cannot be overlooked. Whether it’s the design of the marathon route, the design of the event medals, or the cultural activities along the route, all four cities have put in considerable effort.
For instance, in terms of route design, the Hangzhou Marathon route consistently circles around the famous West Lake scenic area; the Qingdao Marathon route is primarily along coastal sections; the Xi'an Marathon route passes by renowned landmarks such as the Giant Wild Goose Pagoda and the Daming Palace National Heritage Park; and the Shanghai Marathon route includes the Bund, Nanjing Road, and Jing'an Temple.
"The marathon is a sporting event with a large number of participants. Runners from all over the world gather in Xi'an to take part in this event. Whether it's food, accommodation, transportation, or tourism and sightseeing, it all contributes to the cultural and economic enhancement of a city," a representative from the aforementioned Xi'an Marathon organizing committee noted.
Source: 21st Century Business Herald