With economic and social development, so too does the public pay attention to its health, becoming more willing to participate in sports events. And as March beckons, Marathon season is set to begin in China. But who are we kidding; it’s a cash cow.
One need look no further than the 2024 Wuxi Marathon, held in March and estimated to have had injected approximately ¥280 million into the economy, representing an increase of 45.5 percent on the previous year. The catering and accommodation sectors were the primary beneficiaries therefrom, basking in economic benefits to the tune of ¥127 million and ¥117 million, respectively.
Going back a year further and according to the “2023 China Road Running Blue Book” released by the Chinese Athletics Association, a total of 622 marathons and half marathons were held nationwide in 2023. Yes, almost two marathons a day.
Taking the Beijing Marathon as another example, which dates back to 1981, for which in 2015 approximately 63,000 people signed up. By 2024, that number had tripled.
An analysis by industry insiders tells us all these trends are the result of a phenomenon whereby a city’s annual per-capita gross domestic product comes to exceed $US5,000. It’s the point at which that demmed a “road-running, sports-consumption cycle” kicks in.
While at the end of the day mutually beneficial for all, holding a large-scale marathon tests an organiser’s mobilisation ability, their levels of professionalism and multi-department coordination. It can even reflect a city’s overall ability to govern.
But as to the money, General Manager of Wuxi Huipao Sports Co., Ltd. Li Changzheng made it abundantly clear when speaking with The Paper. “Being able to make a profit is not necessarily the core appeal of such top events, but it must be a necessary condition for healthy long-term development”, said Li.
It’s profit that comes at a price. According to Si Shujian, General Manager of Beijing Zhongji Sports, the cash and in-kind expenditure going into marathon events in second and third-tier provincial capitals in the central and western regions of China is generally ¥25-30 million. Going down a level, ¥12-15 million can be expected to be spent on marathons at prefectural and municipal levels, and then ¥7-9 million at county and district levels. And largely, it’s the sponsors which foot the bill.
These are shopping lists which largely comprise prize money, equipment, procurement of event-related materials, event security and construction of facilities, as well as advertising and the like.
Then there is the money spent by the marathon runners themselves. It is understood that marathon-participation fees are in the ballpark of ¥150-200, while there are many senior enthusiasts who may even join 10-15 races every year.
Back with that Blue Book, it reveals an analysis of a 2023 Chinese runner questionnaire. Therein, 30.21 percent of runners said they had spent more than ¥2,000 on protective-sports equipment. And when it came to wearable-sports equipment, some 59.34 percent of runners said they had spent more than ¥1,000 thereon.
It’s all part and parcel of where the profit lies, together with the downstream effect which benefits a city’s entire economy. With many other industrial sectors in the doldrums, it’s no wonder China’s gone marathon crazy.
