Sanlam renews title sponsorship of the Sanlam Cape Town Marathon through to 2031

Since 2014, the Sanlam Group – a diversified financial services group with a broad African and international footprint – has supported the marathon at every stage of its evolution. From its early promise as the Mother City’s race, with international appeal, it has grown into Africa’s premier marathon and a global contender. Over the past decade, the Sanlam Cape Town Marathon has set a new benchmark for elite performance, delivering record-breaking times and attracting the strongest elite fields ever assembled on African soil.

The renewed sponsorship comes at a pivotal moment. Participation has expanded dramatically in the past few years, and the marathon continues to advance its bid to join the Abbott World Marathon Majors.

Shadi Chauke, Group Executive: Corporate Affairs and Sustainability at Sanlam, says, “Renewing our sponsorship is about backing a long-term vision for the continent and helping position Africa confidently where it belongs - on the world stage. It is no secret that the continent has an extraordinary depth of running talent - more than 80% of the world’s top marathon elite runners come from Africa. It is inspiring that these athletes have the opportunity to compete on their home soil in a race of this level.”

She says running reflects who Sanlam is as a brand. “It is accessible and inclusive, built on determination, consistency, and belief. Those same qualities underpin financial confidence - the idea that something extraordinary can be built from very little, with the right support and commitment.

“Beyond the race itself, the Sanlam Cape Town Marathon has become a powerful economic driver for Cape Town and a catalyst for social progress, and we look forward to seeing that impact grow in the years ahead.”

The marathon has generated an estimated R800 million in local economic impact, while drawing tens of thousands of visitors to the city. Participation has climbed steadily, with marathon entries growing from just over 13 000 in 2022 to a projected 27 000 in 2026, a reflection of both rising international interest and deepening local support.

The event’s growth has been guided by Faces, which owns and operates the Sanlam Cape Town Marathon.  “For an event like this, belief from a partner matters as much as funding,” said Clark Gardner, CEO of Faces.

“Sanlam has backed us through record-breaking highs, through the uncertainty of COVID, and through the long, detailed work of building credibility on the global stage. This renewal gives us the stability to think boldly about the future, and to always keep the participant’s experience as our North Star, while pursuing our Abbott World Marathon Majors ambition with confidence and integrity.”

The marathon’s story has always been one of progress through consistency. Over the years, the course has delivered some of the fastest times ever recorded on African soil, including landmark performances by African champions and South African greats alike. It has expanded its competitive offering to include top-flight wheelchair racing and has continually raised the standard of athlete experience, organisation, and broadcast delivery.

In 2026, the event will take another significant step forward by welcoming 10,000 international runners to the start line of the marathon, as well as hosting the 2026 Marathon Tours & Travel Age Group World Championships. This further strengthens Cape Town’s position as a global meeting point for road running talent and widens the performance pathway for athletes.

For Francois Pienaar, Co-founder & Director of the Sanlam Cape Town Marathon, the renewal carries deep personal meaning. “When we started this partnership in 2014, the idea was simple but ambitious. We wanted to build something that Africans could be proud of, a marathon that belonged on the world stage but never lost its soul. Sanlam understood that vision from day one. To see them recommit now, after everything this event has been through, speaks to trust, shared values, and a belief in legacy rather than short-term wins.”

As the Sanlam Cape Town Marathon looks ahead to the next five years, the focus remains clear. To keep raising standards, to keep opening doors, and to keep proving that a marathon born at the southern tip of Africa can stand confidently among the world’s Majors.

“This is not about arriving,” Chauke added. “It’s about continuing the journey, uniting African champions and creating spaces where people can step forward and live with confidence. That belief has guided us since 2014, and it’s what excites us most about the road ahead.”