Asics announced on Tuesday that it is the new title sponsor of the Paris Marathon beginning with the 2027 race, which will also be the 50th edition of the event, which was first staged in 1976.
The Japanese sportswear giant takes over lead sponsor duties from Schneider Electric, which had been a longtime partner of the event since 2013 but is part of a larger move that will also see a change in organizer next year.
The event has been renamed as the Asics Marathon de Paris and builds on an existing 17-year relationship the manufacturer has maintained with the race as one of its major partners.
“After 17 years together, we have seen first-hand what this event means to the runners, supporters and communities who fill the streets of Paris with energy and excitement,” Eddy Ferhi marketing director at Asics France said. “Every runner arrives at the start line carrying their own story – the early mornings, the good and not-so-good days, the months of preparation and a deeply personal reason to keep moving forward.”
Demand for the race has soared in its years under Schneider Electric, with 38,686 finishers in 2013 and soaring to 57,516 who completed the event this year as Yemaneberhan Crippa took the mens race in 2:05:18 as the first-ever Italian winner and Shure Demise setting a new women’s course record in 2:18:34.
In 2024, the race claimed the world record for the most finishers in a marathon at 54,175, pushing past the 2019 New York City Marathon at 53,627. But the mark would only last around six months and was broken by the Berlin Marathon in October 2024 with 54,280 finishers and the new record.
Meanwhile, new organizer Cadence Running United is eager to put its imprint on the event after Paris city council members voted in July to move race management duties from Amaury Sport Organisation after 28 years.
Schneider Electric was reportedly involved in active negotiations to possibly retain title sponsor designation but eventually came to an agreement to cease naming rights, while Cadence will also assume responsibility for the Paris Half Marathon, with the next edition coming on March 7, 2027.
“The 50th edition gives us a unique opportunity to celebrate the history of the Marathon de Paris while opening an ambitious new chapter with Asics,” Laurent Sturtz, president of Cadence Running United said. “Our shared objective is to create an exceptional experience for every runner and an event that resonates far beyond the course — one that brings people together and allows the whole city to share the joy of running.”
Registration for the 2027 Paris Marathon opened Tuesday morning, with record demand expected as hopefuls look to commemorate the 50th edition on the course next April. The first wave of results for entries will be announced starting on October 1.
