As Sydney prepares to welcome the world once again for the TCS Sydney Marathon presented by ASICS, Mana Sports & Entertainment Group is continuing to build upon the long-term creative vision that has helped transform the event into one of the world’s great marathon experiences.
Following the marathon’s historic elevation to become the seventh Abbott World Marathon Major, this year’s event represents the next evolution of the Sydney Marathon’s look and feel program, delivering an even more immersive, connected and globally recognisable event presentation across the city.
Working in close partnership with event organisers, commercial government and infrastructure stakeholders, Mana leads the creative direction, visual identity and implementation of the marathon’s city-wide presentation program. The objective has remained consistent: to create a world-class visual experience that celebrates Sydney while delivering a distinctive identity worthy of one of the world’s premier road races.
For 2026, that vision expands significantly.
The event’s visual footprint will extend further than ever before, with major new branding installations across Sydney’s public transport network, expanded activation throughout the Sydney CBD, North Sydney and the Eastern Suburbs, and an enhanced arrival experience designed to immerse participants and visitors in marathon week from the moment they enter the city.
Among this year’s new initiatives is the creative direction and branding of the inaugural Motion Festival live site, establishing a new focal point for fans and the wider community during marathon weekend and further strengthening the event’s presence beyond race day itself.
The participant journey has also been further refined, with the design of truly iconic medals for the 2026 event and a new venue for the Sydney Running Show, at the home of the Sydney 2000 Olympic Games.
Behind every element sits a deliberate long-term strategy.
Rather than treating each edition as a standalone event, Mana has worked to progressively build a scalable presentation platform that grows alongside the marathon’s international status. Each year introduces new creative initiatives, stronger city integration and enhanced presentation standards, ensuring the event continues to evolve while maintaining a consistent and globally recognisable identity.
The result is an increasingly connected experience that extends from transport hubs and city streets to the start line, course, entertainment precincts and the iconic finish beside the Sydney Opera House, transforming the marathon from a single-day race into a city-wide celebration.
As the countdown to 30 August continues, final preparations are well underway across every aspect of the presentation program.
With thousands of international visitors, 40,000 participants and a global broadcast audience set to experience Sydney once again, the 2026 TCS Sydney Marathon presented by ASICS promises to showcase not only one of the world’s great marathon courses, but the continued evolution of an event presentation designed to match its standing on the world stage.
For Mana, it represents another important milestone in the long-term creative stewardship of one of Australia’s most iconic sporting events.
