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Infront expands footprint in Africa through stake in Sanlam Cape Town Marathon

2 min read

Ambition to make the South African-based marathon an Abbott World Marathon Major and top endurance event by 2025

Zug, Switzerland – Infront has become a strategic partner of the Sanlam Cape Town Marathon – the leading marathon event in Africa and an official Abbott World Marathon Majors (AbbottWMM) candidate race – after acquiring a stake in the race. The agreement means Infront becomes a media and marketing partner of the event, allowing it to offer media rights and sponsorship packages.

The marathon was also announced as a candidate for the AbbottWMM on 24 August, where it would join the Berlin, Boston, Chicago, London, New York and Tokyo Marathons if AbbotWMM’s assessment criteria are met. 

The Cape Town marathon is an official qualifier for AbbottWMM Wanda Age Group World Rankings and was awarded the World Athletics Gold label in 2020.  

Francois Pienaar, Chairman of the Sanlam Cape Town Marathon, said: “While the Sanlam Cape Town Marathon already meets the majority of requirements set by the AbbottWMM, we will continue to make enhancements to the race. This also includes a new strategic partnership with Infront, the media and marketing specialists who will join us on this exciting journey. We are pulling out all the stops to achieve these goals, and are excited to receive the support from our runners, spectators, sponsors and the City to make this dream a reality.”

Hans-Peter Zurbruegg, Senior Vice President Personal & Corporate Fitness at Infront, said: “We are happy to become a shareholder of the Sanlam Cape Town Marathon and we fully buy into the ambition to reach AbbottWMM status by 2025. This is exciting news for the city of Cape Town, South Africa and Africa. Our direct involvement forms part of our growing ambition to further enter the African market and will both strengthen our relationship with the AbbottWMM as well as support future business opportunities.”

About the Sanlam Cape Town Marathon

The prestigious Sanlam Cape Town Marathon is an annual city marathon that attracts elite athletes and recreational running enthusiasts from across the globe. 

Runners are treated to a spectacular route that showcases Cape Town’s iconic natural beauty, picturesque mountain and sea views, and many of the Mother City’s great attractions - all while experiencing and celebrating the vibrant spirit of one of the world’s most beautiful cities.

The running festival weekend also includes a 22km / 46km Trail Run (taking place in 2021), as well as a  5km / 10km Peace Run (postponed due to the Covid-19 pandemic).

Over the years, the event has won several awards, including the SA Sports Industry Awards 2018 Mass Participation Event Of The Year.

The Sanlam Cape Town Marathon is Africa’s only World Athletics Gold Label Status marathon, and is currently an Abbott World Marathon Majors candidate race.

About Abbot World Marathon Majors

The Abbott World Marathon Majors (AbbottWMM) is a series of six of the largest and most renowned marathons in the world - Tokyo Marathon, B.A.A. Boston Marathon, Virgin Money London Marathon, BMW BERLIN-MARATHON, Bank of America Chicago Marathon and TCS New York City Marathon. 

Encompassing an annual series for elite runners and elite wheelchair athletes, AbbottWMM also applauds the achievements and passion of everyday champions from around the world. The AbbottWMM Six Star System is an online results hub that celebrates every runner who has completed from one to six of the races in the series and encourages them to 'Reach for the Stars'.

The AbbottWMM launched the AbbottWMM Wanda Age Group World Rankings in 2018 and the first AbbottWMM Wanda Age Group World Championship race is set to take place on 03 October, 2021 (postponed due to COVID-19) as part of the Virgin Money London Marathon. 

The AbbottWMM Global Run Club launched in August 2020 and aims to bring together the global community of marathon runners on a virtual platform. It kicked off with a series of autumn challenges to run alongside the virtual offerings of the Majors and held its first Global Marathon in May 2021.

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