'Belief matters as much as funding' - Sanlam sign new 5-year deal to continue with Cape Town Marathon sponsorship

Sanlam have renewed their title sponsorship of the Cape Town Marathon for a further five years, securing the partnership through to 2031. Since 2014, the Sanlam Group has supported the marathon from its early promise as the Mother City’s race, with international appeal, to it's current status as Africa's premier 42km event and the continent’s only candidate race for the Abbott World Marathon Majors. Shadi Chauke, Group Executive: Corporate Affairs and Sustainability at Sanlam, says their decision was a no-brainer. 

Organisers say that Sanlam's decision to renew their sponsorship for a further five years will allow them to keep runners as their number one priority. Photo Credit: Sanlam Cape Town Marathon.

"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. 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. 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."

Guided by Faces, which owns and operates the Sanlam Cape Town Marathon, the race has experienced exponential growth in the post-COVID era. 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. 

Gardener (centre) says the sponsorship renewal is an important step on the road towards becoming Africa's first Abbott World Marathon Major race. Photo Credit: Tobias Ginsberg/Sanlam Cape Town Marathon.

After bad weather forced the cancellation of the 2025 event just hours before it was due to start, all eyes are on organisers to deliver a memorable event, especially in light of the move to stage the race in May and not its traditional October. To that end the 2026 event will welcome 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.

"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. For an event like this, belief from a partner matters as much as funding," said Clark Gardner, CEO of Faces.