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Cape Town races into history as Africa’s first Marathon Major

Adnaan MohamedNewsLeave a Comment on Cape Town races into history as Africa’s first Marathon Major
By Adnaan Mohamed

Cape Town has crossed a finish line decades in the making.

The Sanlam Cape Town Marathon has officially become the first Abbott World Marathon Major on African soil after passing the second and final stage of its assessment process, securing its place among the sport’s most prestigious races.

From 2027, Cape Town will stand alongside Tokyo, Boston, London, Sydney, Berlin, Chicago and New York in what has long been marathon running’s most exclusive club, a landmark moment for a continent that has produced generations of distance-running greats.

CAPE TOWN MARATHON. 24 MAY 2026.

“It gives me huge pleasure to welcome Cape Town to the family,” said Abbott World Marathon Majors CEO Dawna Stone.

“After watching the race grow in size and stature during its candidacy and also seeing the resilience and dedication of the team lead so wonderfully by Clark Gardner, Africa’s first Major has finally arrived. The unique culture, the welcome from the people of the city and the wonderful setting Cape Town provides will bring a whole new dimension to our series. I know runners in Africa and across the world will have a phenomenal experience at this race.”

The announcement marks the culmination of years of planning and community support, with organisers repeatedly highlighting the role played by runners, volunteers, clubs, sponsors and city partners in helping the event meet the demanding criteria.

“This achievement belongs to every person who believed in and committed to this vision,” said race director and CEO Clark Gardner.

“We could never have reached this moment alone. Our runners carried us to the numbers we needed, our sponsors and partners stood firm beside us even when the 2025 race could not go ahead, and our supporters, club captains, residents and service providers each played their part. The Sanlam Cape Town Marathon stands as proof that when Africa comes together, we can achieve anything. This victory belongs to all of them.”

The significance stretches far beyond one city or one race.

For years, African athletes have dominated the global marathon scene while many recreational runners faced the financial burden of travelling overseas to experience a Major. Cape Town’s elevation changes that equation, with organisers committing to keeping two-thirds of race entries available to African participants.

Sanlam Group CEO Paul Hanratty described the announcement as “a collective victory”.

“For 13 years, Sanlam has been part of this journey, walking alongside the event as a committed partner and supporting its growth into a world-class platform. We hope this moment inspires people across Africa to dream bigger, go further and live with confidence.”

The event also carries significant economic value, with projections suggesting it could contribute around R800 million through tourism, accommodation and related spending.

Cape Town Mayor Geordin Hill-Lewis. Image Fahwaaz Cornelius

“For Cape Town to be the home of an Abbott World Marathon Majors race is an incredible moment for our city,” said Mayor Geordin Hill-Lewis.

“Achieving this milestone will contribute greatly to Cape Town’s economy, inspire future generations of runners, and leave a legacy for the sport across Africa.”

For a continent that has long supplied many of marathon running’s brightest stars, the road has finally curved home. Africa is no longer chasing the world’s biggest races. It now hosts one.

RMB targets untapped Trail Running market with UTD strategy

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By Matshelane Mamabolo

RMB is betting on the road less travelled and in South Africa’s evolving sports economy, that may prove to be a calculated advantage.

While most major sponsors continue to pour resources into rugby, cricket and football, the bank has turned its attention to trail running, a fast-growing but still under-commercialised discipline. At the centre of that strategy is the RMB Ultra-Trail Drakensberg (UTD), now in its second year under RMB’s title sponsorship.

The move reflects a deliberate attempt to enter a space where visibility is easier to secure and long-term influence more attainable.

“We saw an opportunity where there wasn’t significant investment in a rapidly growing sport,” RMB Sponsorship Marketing Lead Michael Edwards said. “Globally, trail running is expanding commercially, but in South Africa, participation growth is even more striking.”

That growth, reportedly in the triple digits locally, has shifted trail running from the margins toward the mainstream. Unlike traditional codes, where sponsorship inventory is crowded and returns are often diluted, trail running offers what Edwards describes as a “blanker canvas”.

“In traditional sports, there’s already a lot of investment. The opportunity to truly shift the needle is smaller,” he said. “With trail running, we saw a chance to make a big impact from the outset.”

Early indicators suggest that impact is materialising.

At UTD, increased prize money has strengthened the elite field, drawing international competitors, while the addition of a 14km race has widened participation at entry level. The strategy is two-pronged: elevate the top end while simultaneously growing the base.

“We’re not just focusing on elite athletes,” Edwards said. “We’re equally invested in bringing new runners into the sport and giving them something to aspire to.”

Yet the commercial case extends beyond participation metrics.

Trail running’s defining asset is its environment which is a factor that fundamentally reshapes how events are experienced and marketed.

“The mountain is the stadium,” Edwards said. “And that changes everything.”

UTD spans more than 160 kilometres of rugged terrain within a UNESCO World Heritage Site, positioning the event at the intersection of sport, tourism and environmental stewardship. That alignment allows RMB to anchor its sponsorship in something more tangible than branding alone.

“We’re not just investing in an event,” Edwards said. “We’re investing in the preservation of the landscapes that make the sport possible.”

That includes ongoing trail maintenance, a largely invisible but essential component of the ecosystem that supports both competitive racing and recreational use throughout the year.

RMB’s broader trail running portfolio, which also includes Ultra-Trail Cape Town, is built around three pillars: growth, impact and brand alignment. The choice of discipline is not incidental.

“It’s about grit, discipline and long-term commitment,” Edwards said. “You don’t arrive at the finish line without putting in years of work. That resonates strongly with us as a brand.”

The emphasis on authenticity speaks to a wider shift in the sponsorship landscape, where audiences are increasingly sceptical of superficial partnerships that lack depth or continuity.

RMB’s response has been to adopt a long-term horizon.

“We don’t believe in coming in, making noise, and leaving,” Edwards said. “Sustainable partnerships are where you see real value, for the event, for the community, and for the brand.”

The risk, however, lies in whether trail running can sustain its current growth trajectory and translate participation into consistent commercial returns. For now, momentum appears to be on RMB’s side.

If that trend holds, the bank’s early move into the sector could position it ahead of competitors in a space that is only beginning to attract serious investment.

In a saturated sports market, RMB has chosen endurance over immediacy and in trail running, that may be the point.

Photo Credits: Courtesy RMB Ultra-Trail Drakensberg