Kazan Marathon: More Than Just a Race
Impact of Participation: Strategies for Hosting a Marathon that Revolutionizes City's Economy
In the heart of Tatarstan, Kazan has been a beacon for sports enthusiasts since the revival of its marathon in 2015. This city, steeped in history and beauty, has been strategically poised to captivate runners from all walks of life. As a regular participant in marathons worldwide, I envisioned transforming Kazan into a thriving running festival. Initially met with skepticism, my idea took root, with the stipulation that we aim higher, not just organizing a race, but creating an entire industry and shaping the city's future.
Global marathons are more than mere races; they are big business and a driving force behind city development. Iconic events like Boston, Chicago, New York, Berlin, London, and Tokyo are far from casual runs.
At heart, sports remain the core, and the action unfolds between the start and finish lines. Yet for most participants, marathons are a personal battle, a competition against oneself. Therefore, every finisher receives a medal, serving as motivation for amateurs. This draw is shared by both professional competitors vying for prize money and enthusiastic amateurs who view it as a festive occasion.
Our marathon's motto, "Run into the Arms of Kazan," encapsulates our intention to immerse athletes in the city's rich heritage, making them eager to return. The route showcases Kazan's most stunning spots, such as the Kazan Kremlin, Central Stadium, Wedding Palace, Kremlin Embankment, and "Ak Bars Arena." By combining sporting and visual aspects, the Kazan Marathon boasts not only a picturesque route but also one of the flattest in the country, encouraging speed records.
Initially conceived as a city festival, the Kazan Marathon attracts tens of thousands of people from around the globe. We offer more than just a race - participants can also enjoy cultural programs, prize draws, gift bags, kids' races, cheering groups, and instant post-race photos. To boost engagement, local businesses, including cafes, restaurants, galleries, hotels, and medical centers, offer special menu items, drinks, treats, and discounts for marathon participants. The marathon has become a significant economic driver for the city.
Over the past few years, the proportion of out-of-town participants has risen significantly, with Kazan nearly catching up with St. Petersburg's "White Nights" marathon and ranking among the top four marathons in terms of attracting out-of-town participants. The absolute number of visiting athletes exceeds any other marathon in Russia. Many runners choose to return after experiencing the city, contributing to record-breaking registration numbers - anticipating 35,000 registrations by May 2025. In 2015, the marathon had fewer than 3,000 participants.
Conducting the race during the spring holidays, this year falling on May 3-4, allows runners to extend their stay, benefiting hoteliers, restaurateurs, and other local entrepreneurs. As early as a month before the marathon, hotels and hotels for the race dates are fully booked, and the same goes for restaurant reservations and excursions. Runners from 21 countries and numerous Russian regions will participate, with thousands of support groups in tow. Spectators account for a fifth of the marathon's direct revenues, with their spending on logistics, accommodation, and leisure activities boosting the local economy further.
The direct economic impact of the race in 2024 was 449 million rubles, the majority of which went to the hotel industry, logistics, and catering. Additional indirect income came from participants' spending on running gear and training programs, amounting to approximately 952 million rubles in 2024, with the potential to reach over a billion rubles in 2025 due to the increased number of participants.
Local runners also contribute to the economy, with their numbers growing annually as more people are drawn into the running culture through participation in shorter races. Economically, the marathon has a significant impact on Kazan, improving the city's image and stimulating infrastructure development. For example, in 2025, athletes will run part of the route along a newly laid 3-kilometer rubber crumb pathway on the Kazanka River embankment, which will remain long after the race. The marathon's influence on the city extends beyond direct economic benefits, encouraging a healthier lifestyle for thousands of Kazan residents.
Sports enthusiasts from around the world bring their capital to Kazan during the marathon, contributing to its significant economic impact. Along with the majors like Boston, Chicago, and Tokyo, Kazan Marathon has become one of the big business events that drive city development. The picturesque route of the marathon boasts some of the city's most stunning spots, such as the Kazan Kremlin and the "Ak Bars Arena," making it not only a running festival but also an opportunity to immerse oneself in the city's rich heritage.
