The 2025 TCS Sydney Marathon presented by ASICS was more than a record-breaking race — it was the unveiling of a bold vision, led by Mana Sports and Entertainment Group, to redefine how a marathon looks, feels, and resonates on the world stage.
From the Opera House forecourt finish line to the towering start structures on the Harbour Bridge, Mana orchestrated a visual and experiential program that matched the ambition of Sydney’s debut as an Abbott World Marathon Major. Sophisticated, expansive, and distinctly Sydney, the program positioned the event alongside the likes of London, Boston, and Tokyo in both prestige and presentation.
A Bold Look and Feel Program
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Finish Line at the Opera House: A 10-metre LED finish arch, animated content, and finish chutes transformed one of the world’s most recognisable landmarks into a global broadcast moment.
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Start Line Spectacle: Striking start towers framed Sydney’s skyline, setting the tone for a Major-calibre experience.
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Civic and On-Course Branding: From wayfinding to civic banners, the city became a marathon canvas, celebrated by athletes and spectators alike.
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Experiential Layers: Medals, finisher shirts, and volunteer uniforms drew inspiration from Sydney’s Olympic legacy, embedding pride and connection.
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Sydney Running Show: Mana’s creative direction extended to expo branding and activations, immersing runners in the marathon’s identity from arrival to race day.
Global Attention and Community Impact
The sophistication of the look and feel program amplified media coverage and drove storytelling across the TCS Sydney Marathon’s social channels, where the striking visuals of start and finish precincts, civic branding, and community activations became shareable symbols of Sydney’s new Major era.
With 35,000 entrants from over 150 nations, record-breaking performances on course, and more than 300,000 spectators lining the streets, Sydney’s marathon became Australia’s largest participation event and a global sports spectacle. The Blue Line, once a legacy of the 2000 Olympics, now marks the start of a new legacy: Sydney as a permanent fixture on the world marathon majors stage.
Mana’s Impact
By leading the creative vision and execution of the look and feel program, Mana didn’t just support Sydney’s Major debut, it defined it. The city was transformed into a marathon theatre, every element working in concert to showcase Sydney’s character and ambition.
The result: a marathon celebrated not just for its records, but for its bold identity and unforgettable presentation – a benchmark for future Majors and proof of Mana’s ability to deliver world-class impact.
