The TCS New York City Marathon is the largest in the world — with over 50,000 runners and two million spectators lining the streets each November. But behind the cheering crowds lies a massive business operation, with millions in expenses, sponsorships, and revenue streams.


In the video I Ran the NYC Marathon to Find Out How Marathons Make Money, Morning Brew dives into how New York Road Runners (NYRR) pulls off the event — and how much money it generates for the city and the sport.


👉 Watch the full video here:

The Business of the NYC Marathon

  • Expenses: NYRR spent $98 million in 2022 and $103 million in 2023 running its events.
  • Revenue Sources:
    • Entry fees ($315 non-members / $255 members) = ~$15 million.
    • Sponsorships, led by Tata Consultancy Services (TCS), worth tens of millions annually.
    • Donations and charity partnerships.
  • Other Sponsors: New Balance (merch), Tiffany & Co. (awards), Shake Shack (official burger).

Sponsorship Power: Why TCS Pays Big

  • TCS has been the title sponsor since 2013, renewing through 2029.
  • Estimated to spend $40 million a year globally on marathon sponsorships.
  • Built the official marathon app, showcasing advanced runner tracking.
  • Reported brand value jump: $3B → $19B since sponsorship began.

“Running is the new golf,” one TCS executive explained — a way to connect with decision-makers who also run.

City Involvement: Logistics & Safety

  • Agencies Involved: NYPD, DOT, Parks Department, Sanitation, MTA, EMS.
  • Costs Covered: Road closures, police overtime, sanitation cleanup (200,000 lbs of trash).
  • Verrazzano-Narrows Bridge: Closed to traffic, costing NYRR ~$150,000 in personnel fees to the MTA.
  • Return on Investment: Manhattan Borough President Mark Levine estimates $500 million in economic impact for the city. Hotels, restaurants, and shops see a massive boost during marathon week.

Charity Spots & Fundraising

  • 14,000 marathon entries are reserved for charities.
  • These spots raise $50 million annually for organizations across NYC.
  • Example: Big Brothers Big Sisters NYC raises ~$45,000 a year through marathon runners.

Professional Runners & Prize Money

  • Elite athletes like Olympian Dakota Lindwurm rely on major marathons for prize money, sponsorship bonuses, and appearance fees.
  • Big races like NYC cover travel, hotels, and offer prize pools.
  • Many athletes schedule their entire year around these events, since they can only run 2–3 marathons annually at peak performance.

FAQs: NYC Marathon Money

How much does it cost to run the NYC Marathon?
 Entry fees are $315 for non-members and $255 for NYRR members.

How much money does the marathon bring to NYC?
 About $500 million in economic impact each year.

How many people run the NYC Marathon?
 Roughly 50,000 runners participate annually, with 2 million spectators.

Who sponsors the NYC Marathon?
 Title sponsor: Tata Consultancy Services (TCS). Other sponsors include New Balance, Tiffany & Co., and Shake Shack.

Do charities benefit from the marathon?
 Yes — 14,000 entries are dedicated to charities, raising ~$50 million annually.

Bottom Line

The NYC Marathon isn’t just a race — it’s a $100M+ business operation and a $500M economic engine for New York City. Between sponsorships, entry fees, charity fundraising, and tourism, it shows how sport, community, and commerce intersect in the city that never sleeps.

👉 Credit: Morning Brew. Watch the full video here: I Ran the NYC Marathon to Find Out How Marathons Make Money
 

Photo by Spencer Imbrock on Unsplash