Sevilla City Council has approved the terms of the new Marathon contract, which will come into effect in 2028. The event will go from costing nearly one million euros to generating over 2.2 million in revenue for the city.
The Governing Council of the Municipal Sports Institute (IMD) of Sevilla has given the green light to the terms of the new contract for the executive organisation of the Sevilla City Marathon. The change in model represents a significant economic turnaround: the City Council will stop contributing nearly one million euros to receive over 2.2 million in direct revenue.
A 10% fee on registrations
The key to the new contract is the collection of a 10% fee on the income from runner registrations. According to the terms, in the first year (2028), the City Council will earn 186,948 euros, a figure that will gradually increase to 479,164 euros in the seventh year. In total, during the four years of the contract plus three possible extensions, the IMD will receive 2,271,209 euros.
The Sports Delegate, María Tena, has highlighted that "the Sevilla Marathon has become one of the major long-distance events in Spain that each year generates greater anticipation among national and international runners." The new contract, she added, will allow for "great revenues for the city, meet the high demand for participants, and consolidate the Sevilla Marathon as one of the best in Spain and Europe."
From 23,000 to 41,000 runners in seven years
The contract, which will come into effect in 2028, has a duration of four years extendable for another three, meaning it could last until 2034. The goal is to grow by 3,000 participants each year, increasing from the 23,000 runners expected in 2028 to 41,000 in 2034. The Sevilla Marathon, with its flat course and favourable climate, has become a highly sought-after event, and each year thousands of runners are left without a spot.
The new model represents a zero cost for the City Council. If there are fewer registrations or losses, the contractor will assume the risk. Additionally, the hiring of elite athletes is required to enhance sports performance, and contributions from global sports brands that improve the event's internationalisation are rewarded.
More parallel activities and greater economic impact
The terms also include an increase in parallel activities and greater involvement from the city. A sustainable growth is sought that will double the current size in seven years, with guaranteed presence and quality broadcasting across all five continents. By increasing the number of runners, especially foreigners, the economic impact in Sevilla rises to levels unimaginable years ago.
For the residents of Sevilla, the change means that the Marathon will stop being a municipal expense and become a source of income, which could lead to a better sports and cultural offering associated with the event. Furthermore, the city will gain international exposure and economic activity during the race weekend.
The current contract, which ends in 2027, has involved a municipal contribution of 919,000 euros between 2022 and 2027 due to the drop in runners following the pandemic. With the new model, this trend is completely reversed.
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