Image credit: Punch


By Tunji Faleye

Every February, Lagos transforms into more than just a race venue; it becomes a vibrant economic festival fueled by athletics, tourism, brand activation, and community involvement. The 2026 edition of the Access Bank Lagos City Marathon once again showcased that modern sporting events are not merely competitions—they're powerful economic engines that can revitalize cities, enhance brand visibility, and generate lasting commercial value.

From hospitality revenue to global brand exposure, the marathon consistently proves why sports marketing stands as one of the most influential catalysts for urban economic growth in Africa.

A mega sporting event with a massive economic footprint

The Access Bank Lagos City Marathon has emerged as one of Africa’s road races, drawing thousands of runners from Nigeria and around the globe, with participants and spectators flocking to Lagos each year.

With thousands of runners and international visitors arriving for the event, the spending creates a ripple effect across various sectors—transportation, hotels, restaurants, retail, advertising, logistics, and entertainment. Organizers highlight that the marathon now involves numerous vendors, volunteers, service providers, and technical staff, generating job opportunities and sparking economic activity that extends well beyond race day.

For Lagos, the marathon has become an annual economic boost powered by sports. 

 


A boost for hospitality and tourism

One of the most noticeable economic advantages of the marathon is its influence on hospitality and tourism. Hotels occupancy rates increased, restaurants experience a surge in customers, and transportation services—from ride-hailing apps to local taxis—report increased revenues.

Previous editions have demonstrated that the event stimulates businesses across the hospitality and food sectors, while also giving a lift to fashion, advertising, and communication services linked to the event ecosystem.

International athletes and tourists are extending their stays, exploring cultural sites, shopping locally, and sharing their experiences with the world—transforming Lagos into a vibrant destination brand. For a city aiming to be recognized as West Africa’s commercial capital, this kind of exposure is incredibly valuable.

When it comes to job creation and the growth of small and medium-sized enterprises (SMEs), the marathon acts as a temporary employment hub. From planning the route and ensuring security to managing events, marketing, catering, media coverage, and selling merchandise, thousands of jobs spring up each year. This was no exception.

Small and medium-sized businesses, like those involved in event merchandising, food and beverage sales, transport services, printing and branding contracts, and digital marketing, also reaped the benefits of the event. This ripple effect fosters entrepreneurship, particularly among youth-led ventures.

On the corporate side, businesses in Nigeria have fully embraced the marathon as a powerful marketing platform. Title sponsor Access Bank has taken advantage of the event to enhance brand loyalty, engage customers, and gain visibility across the continent. Since 2016, the bank has sponsored the race, partly to make Lagos more appealing to tourists and investors while also creating job opportunities.

When it comes to infrastructure and urban development, major sporting events like this one drive urban improvements. The marathon routes necessitate better roads, coordinated security, medical services, and effective crowd management systems. While these enhancements may be temporary, they leave a lasting impact on city planning and logistics capabilities.

Traffic management rehearsals, emergency response planning, and smart city coordination systems tested during the marathon preparations often lead to improved urban mobility operations in the future.

The marathon is putting Lagos on the global sporting map in a big way. Officials highlight how this event showcases Lagos as a prime spot for tourists and foreign investors alike. With participants hailing from numerous African nations and beyond, Nigeria’s largest city is gaining valuable global visibility, enhancing its soft power and reputation. The international broadcast coverage and digital streaming are making impressions that traditional marketing budgets could only dream of achieving. For a city eager to attract foreign investment, leveraging global sports branding is a smart move.

Looking beyond the immediate economic benefits, the marathon also sparks youth interest in athletics and the fitness industry. Sportswear brands, fitness trainers, running clubs, gyms, and wellness businesses are all reaping the rewards of a growing public fascination with running culture.

As we look to the future, the marathon's growth in scale and prestige is bound to boost its economic impact even further. That is why, sports sponsorship needs to be look into by corporate organizations and make a decisive plash. For Lagos, the Access Bank City Marathon is more than just a race; it’s a model for how sports, marketing, and economic development can come together to create a thriving city. It’s a clear demonstration that when sports and strategy align, everyone benefits.

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