马拉松，中产都要跑不起了

Core Viewpoint - The rising costs and challenges of participating in marathons are creating a lucrative market for brands and sponsors, while the financial burden ultimately falls on the participants [5][26][35]. Cost Analysis - The total cost of participating in a marathon can exceed 5,000 yuan, including registration fees, travel, accommodation, and food expenses [8][11]. - Registration fees for marathons have increased significantly, with some events seeing price hikes of over 50% compared to previous years [12][26]. - Additional expenses such as gear, post-race recovery, and social gatherings further inflate the overall cost for participants [11][20]. Market Growth - The number of marathon events in China has surged post-pandemic, with over 600 events in 2023 and projections to exceed 700 in 2024 [16][20]. - Despite the increase in events, the growth in participants is not keeping pace, leading to a high demand for limited spots and low acceptance rates for registration [22][23]. Sponsorship and Brand Engagement - The marathon market has attracted significant attention from brands, particularly sportswear companies like Xtep, which has increased its sponsorship activities dramatically [26][27]. - Various brands across different sectors, including banks and real estate, are leveraging marathons to reach middle-class consumers, indicating a broadening of the sponsorship landscape [28][29]. Economic Impact - Marathons generate substantial economic benefits for host cities, with events like the Wuxi Marathon contributing approximately 280 million yuan to the local economy [32]. - The increasing prize money for marathon winners is aimed at attracting elite athletes, which in turn enhances the event's prestige and visibility [34][35].