Why Apple Is Betting Big on the London Marathon, Running Events

April 21, 2026

Apple is making a bigger push into the global running conversation through a new partnership with the TCS London Marathon, bringing the Apple Watch to the heart of one of the world’s most visible participation sports as marathon culture continues to grow.

London Marathon Events announced in March that Apple had joined the 2026 race as the Official Performance Technology Product Partner. This week, Apple will activate across marathon week with community events and Apple Store programming. The 2026 TCS London Marathon takes place on Sunday, April 26.

For Apple, the partnership is as much about the widening appeal of running as it is about elite performance.

“We’re super excited to be alongside runners for London because runners have loved Apple Watch from the very beginning and running is experiencing a global boom unlike anything we’ve seen before,” Julz Arney, senior director of fitness technologies at Apple, told Athletech News. “People are lacing up now who never would have called themselves runners. Marathons are just aspirational in a way that nothing else is.” Athletech News