The 2025 edition of the Two Oceans Marathon has reaffirmed its status as one of South Africa’s most impactful sporting events, injecting an estimated R672 million into the Western Cape economy and delivering tangible value for the City of Cape Town, local businesses, and communities.
According to Carrie Delaney, Managing Director at Mscsports, this kind of sustained economic benefit is what sets the Two Oceans Marathon apart as a sponsorship property with true community and commercial impact.
“That level of economic impact is hugely significant,” says Delaney. “It highlights why events like this deserve serious strategic attention – not just from sponsors, but from city stakeholders, tourism boards, and policymakers looking to build more inclusive, experience-led economies.”
Backed by the City of Cape Town and a host of local partners, the Two Oceans Marathon has become a major calendar fixture for domestic and international runners alike. In addition to the direct spend from visitors, the event brings lasting brand value to the city through global exposure, scenic storytelling, and a showcase of Cape Town’s world-renowned natural beauty.
“It is called ‘the world’s most beautiful marathon’ for a reason. There is an unmatched emotional power in that setting. For sponsors and city partners alike, it’s an opportunity to be part of a story that people carry with them for life.”
Totalsports has played a key role in elevating the event through its title sponsorship, first initiated in 2022 and extended in January this year for a further three years — a long-term commitment that speaks volumes about the event’s value proposition.
“This kind of continued investment is a strong signal of confidence not just in the event itself, but in the power of sport to connect with South Africans in a deeply meaningful way. When a brand goes all in like this, it elevates the experience for everyone involved — runners, organisers, the city, and the broader community.”
The 2025 race also introduced Joma as the official Technical and Apparel Sponsor. The global sportswear brand launched a bespoke event running shoe, adding innovation and excitement to the athlete experience.
“Joma’s approach is a great example of how sponsors can integrate authentically,” Delaney adds. “They did not just put their name on a shirt. Instead, they contributed something tangible that runners can take home, which builds lasting brand affinity and deepens the event’s connection with its audience.”
Beyond the economic numbers and commercial partnerships, the Two Oceans Marathon is a celebration of community spirit. It brings together thousands of runners, volunteers, supporters, and residents in a shared experience that energises the city and inspires national pride.
“The Two Oceans Marathon is more than a race. It is a cultural moment, an economic catalyst, and an incredible canvas for brand and civic storytelling. As a sponsorship property, it offers something truly rare: emotional connection, mass participation, and measurable returns across multiple touchpoints.”
She believes the event exemplifies a broader truth about sponsorship in 2025: that the most impactful partnerships are those rooted in purpose, relevance, and community.
“At Mscsports, we talk a lot about creating shared value where brand goals align with human moments. The Two Oceans Marathon is a perfect example of that. It is a reminder that when sponsorship is done well, everybody wins.”
