The world of sports marketing has witnessed a remarkable new chapter with the announcement of ASICS as the Official Footwear and Apparel Partner of the Dubai Marathon for 2026, 2027, and 2028. This multi-year sports sponsorship, declared in late 2025, marks a significant milestone for both ASICS and the iconic marathon itself, further bolstering Dubai's reputation as a global sports destination. The partnership represents a fusion of two powerful brands committed to advancing the sport of running while expanding their reach through strategic brand marketing and event sponsorship.
ASICS, a global leader in performance footwear and apparel, is renowned for its philosophy of “A Sound Mind in a Sound Body.” This guiding principle perfectly aligns with the values and objectives of the Dubai Marathon, one of the world's fastest and most prestigious road races. Set to celebrate its 25th edition on the 1st of February 2026, the Dubai Marathon has evolved from a regional race into a landmark event that attracts elite professional runners and recreational athletes alike, drawing an international audience through extensive media exposure.
The sports sponsorship agreement between ASICS and the Dubai Marathon is built on a long-term commitment to growing the running community and enhancing the athletic journey. ASICS will bring decades of technical expertise from supporting marathons worldwide, ensuring innovations permeate every facet of the event, from pre-race preparation to post-race recovery. This collaboration does not merely involve branding; it encompasses thoughtful athlete and fan engagement strategies, adding significant value to the event’s experience and appeal.
Nikola Djordjevic, Deputy General Manager of Marketing at ASICS Middle East, expressed a heartfelt vision underpinning the partnership: “Through our partnership with the Dubai Marathon, we aim to inspire runners across the region to move with purpose, connect through community, and experience the joy of running at its best.” This ambition reveals how sports marketing goes beyond transactional sponsorships to create emotional connections and foster community wellness initiatives.
One of the most visible aspects of this event sponsorship will be the ASICS Experience Zone, a dedicated activation space on race day where participants and spectators can interact with ASICS’ latest advancements in footwear technology, apparel, and performance gadgets. The zone promises immersive brand marketing that goes beyond logo placement, allowing the audience to engage actively with the products and ethos that ASICS embodies.
This activation is designed to amplify the fan and runner experience, supporting athletes to perform at their peak. It also highlights the evolution of sports sponsorships, which now incorporate comprehensive consumer experiences rather than mere advertising. Through these immersive initiatives, ASICS aims to deepen brand loyalty while simultaneously showcasing its innovative capabilities.
Further brand marketing efforts tied to the partnership include year-round programming, with training workshops and wellness initiatives targeting the broader UAE community. These programs will nurture grassroots running culture, encouraging people of varying fitness levels to adopt healthier, more active lifestyles. This strategy not only supports the event’s success but also aligns ASICS’ brand closely with social impact, a growing trend in modern sports sponsorship paradigms.
Dubai has long positioned itself as a premier sports tourism hub, and this partnership with ASICS adds considerable momentum to that vision. The Dubai Marathon’s standing as one of the fastest marathons globally attracts a diverse field of world-class competitors chasing record-breaking performances. ASICS’ involvement signals a mutual desire to attract even more elite athletes, bringing additional competitive prestige and media attention.
Media rights and global broadcast exposure inherent to the Dubai Marathon’s international stature provide fertile grounds for ASICS to leverage its brand marketing on a substantial scale. Event sponsorship of this magnitude gives ASICS direct access to a captive audience of sports enthusiasts, high-net-worth individuals, and corporate investors, maximizing the partnership’s value beyond the race itself.
The multi-year timeline of the deal ensures continuity and stability for all stakeholders, creating opportunities for joint innovations in race-day experience, digital engagement, and community outreach. This long-term commitment is a hallmark of forward-thinking sports marketing, where cultivating authentic partnerships translates into sustained brand equity growth and shared success.
The ASICS-Dubai Marathon sponsorship exemplifies the surge of sports sponsorship and event sponsorship in the UAE’s rapidly maturing sports ecosystem. Corporations increasingly recognize that aligning with marquee sporting events is a compelling brand marketing strategy to reach affluent and engaged audiences. In tandem with government-led sports development initiatives, these partnerships support broader community health goals and bolster Dubai’s vibrant sports culture.
Event sponsorships like this serve multiple functions: they enhance brand visibility, enable direct consumer engagement, and foster positive brand associations tied to health, achievement, and community. For athletes and sports event organizers, such sponsorships provide necessary resources for elevation in quality and scope, ensuring the continued growth and success of the event.
As the Dubai Marathon approaches its quarter-century milestone, ASICS' multi-year sponsorship ushers in a new era for both the race and the brand. Through innovative activations, comprehensive wellness programs, and a shared vision for elevating sports culture in the Middle East, this partnership promises tremendous benefits to runners, fans, and stakeholders.
The evolving landscape of sports marketing and sponsorship is increasingly driven by immersive, value-driven collaborations like this one, where event sponsorship is not only about positioning and promotion but also about fostering genuine connections that resonate deeply with participants and communities. Together, ASICS and the Dubai Marathon will continue to inspire runners and elevate the sport across the region and beyond.
Sources: Arabian Business, Gulf News, Dubai Marathon Official Site, Instagram, LinkedIn.
