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 the Shanghai Marathon's ambition to join the World Marathon Majors.
A weekend earlier, the Hangzhou Marathon and Qingdao Marathon were held simultaneously on November 5. This marked the 31st edition of the Hangzhou Marathon, with 35,000 participants taking part on the day.
For Qingdao, it was the city’s first international marathon in 12 years, following its inaugural event in 2005.
As three of China’s most watched cities, Qingdao, Hangzhou, and Shanghai all held their marathons around the same time, with Xi’an having just wrapped up its own event on October 28.
As prominent economic hubs in China, the competition among these four cities has drawn significant attention.
On one hand, there’s the continuation and growth of long-established races like the Hangzhou and Shanghai Marathons; on the other, there’s the chasing and rivalry of newer entrants — the Xi’an and Qingdao Marathons. A competition centered around marathon events is unfolding.
Marathon Race Showdown
Both of the "newcomer" marathons have set their sights on achieving "international" status.
From the outset, organizers of the Xi’an Marathon 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, and world-class 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 jointly 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 had 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.
At the same time, the financial appeal of major marathons has gradually 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 and Shanghai Marathons also have five sponsorship levels, covering 19 and 16 companies, respectively.
In comparison, the longest-running Hangzhou Marathon far surpasses the two "newcomers" in terms of sponsor numbers. Its sponsors are divided into nine categories, 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 local giant Haier Group. Additionally, common sponsor categories such as sportswear brands, automotive companies, and food and beverage outlets are represented across the lists.
Battle of City Strengths
It’s worth noting that as marathon culture takes root, marathons are no longer just sporting events but also reflections of a city’s soft power. The competition among cities now includes this marathon dimension.
When speaking with the head of a marathon organizing committee in a city hosting its first race, the individual pointed out that since most cities of similar size have already held marathons and developed them into branded events, their city also needed to step up in this area.
"A major event has a profound and significant impact on the host city, delivering substantial benefits in terms of social, economic, and cultural value," said the aforementioned Hangzhou Marathon representative.
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 are similarly ranked, with Xi’an slightly lagging behind.
Data shows that in 2016, the GDP of Shanghai, Hangzhou, Qingdao, and Xi’an were 2.67 trillion yuan, 1.17 trillion yuan, 1.01 trillion yuan, and 0.65 trillion yuan, respectively, with growth rates of 6.7%, 10%, 8%, and 8%. In national rankings, they placed 1st, 10th, 12th, and 26th, respectively.
Regarding the economic benefits brought by marathons, on November 9, a representative from the Xi’an Marathon Organizing Committee told 21st Century Business Herald, "The economic benefits brought by marathons to host cities have been analyzed and documented elsewhere. The Xi’an Marathon is relatively new compared to others, and we are learning from the successful experiences of those cities."
On November 9, Ji Gaochang, Director of the Qingdao Municipal Sports Bureau, said in an interview with reporters, "According to incomplete statistics, this year's Qingdao Marathon generated direct economic benefits of approximately 180 million RMB."
"The impact of hosting the marathon on Qingdao's tourism and convention industries goes without saying, and it has also brought new momentum to the city'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 the off-season remains vibrant," Ji pointed out.
According to data provided by the Qingdao Marathon organizing committee, 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 of Qingdao’s scenic spots saw significant growth compared to the three days prior.
For example, the famous Laoshan Scenic Area in Qingdao received 36,000 visitors over those three days, a 73.3% increase from the previous week; revenue reached 825,000 RMB, up 67.7%.
In addition, the emphasis cities place on cultural influence cannot be overlooked. Whether in marathon route design, event medal design, or the cultural activities along the route, all four cities have put considerable effort into these aspects.
For instance, in terms of route planning, the Hangzhou Marathon route consistently circles the renowned West Lake scenic area; the Qingdao Marathon route is primarily along coastal sections; the Xi’an Marathon route passes by major attractions such as the Giant Wild Goose Pagoda and the Daming Palace National Heritage Park; 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 around the world gather in Xi’an to take part in this event, and whether it’s their basic needs like food, accommodation, and transportation, or their tourism and sightseeing, it all contributes to both the cultural and economic advancement of a city," noted a representative from the Xi’an Marathon organizing committee.
Source: 21st Century Business Herald