TCS Sydney Marathon presented by ASICS
Stepping up to the majors
A Winning Combination
Mana Group was a key partner of the TCS Sydney Marathon presented by ASICS, leading the event brand development to deliver one of the world’s best marathon look and feel programs and played a central role in strategic negotiations with stakeholders and funding partners for the Abbott World Marathon Majors Candidacy period and beyond.
Revolutionising a Sydney Olympic Games Legacy Event
Between 2022 and 2024 the TCS Sydney Marathon presented by ASICS underwent official candidacy for the Abbott World Marathon Majors, growing to the largest ever marathon held in Australia and significant upscaling in event presentation, delivery and experience in the effort to join the Tokyo Marathon, New York City Marathon, London Marathon, Chicago Marathon, Boston Marathon and Berlin Marathon as an Abbott World Marathon Major.
Stakeholder Negotiations
Mana Group played a key role in strategic stakeholder negotiations with event operators, Pont3, the NSW Government and the event owner, Athletics Australia to provide a strategic framework to achieve the Abbott World Marathon Majors Candidacy objectives and ensure sustainable funding for the candidacy period and beyond.
A new identity for a world-class event.
From custom start structures, to towering LED installations, on-course signage, venue branding, way finding, civic branding, official merchandise, print and digital assets, the look and feel program led by Mana Studios befitted the events’ status as one of the world’s iconic marathons.