Cape Town – The Sanlam Cape Town Marathon is expected to contribute more than R800 million to the Western Cape economy this year, as local and international visitors descend on the city.
With approximately 8 500 international runners expected to travel to Cape Town, alongside thousands of local participants and supporters, the event’s impact stretches far beyond race day, benefiting hotels, restaurants, transport providers, tourism operators, and local suppliers.
A vast ecosystem sits behind one of Africa’s biggest road races, from logistics and hydration to tourism and temporary jobs.
The three-day Cape Town Marathon Expo alone is expected to attract more than 60 000 visitors, underscoring the scale of an event increasingly placing Cape Town on the global running and sporting calendar.
But behind every finish-line celebration sits an operation most spectators never see, one that begins months before a single athlete reaches the start line.
Staging an event of this scale depends on a broad ecosystem of organisers, suppliers, logistics providers, and support teams.
For Coca-Cola Peninsula Beverages (CCPB), preparations begin up to six months in advance, spanning manufacturing, warehousing, transport, and on-the-ground operations.
This year’s effort alone is expected to involve approximately 183 000 litres of water, 23 000 litres of Powerade, and more than 1.2 million cups, supported by around 50 tons of ice to help keep participants hydrated throughout marathon weekend.
Race weekend itself becomes a near 24-hour operation.
Overnight crews prepare stations while vehicles move product before most of the city is awake, and teams are still working long after the last runner crosses the finishing line.
“Supporting an event such as the Cape Town Marathon is a months-long operation involving people and teams from across our business,” Dan Davis, Commercial Activations Lead at CCPB, said on Friday, 22 May 2026.
“Planning begins well before race weekend and involves extensive coordination with the event organisers on route logistics, refreshment stations, the finish village and the expo, all to make sure runners have access to hydration when they need it.”
Marc Odendal, Commercial Sports and Marketing Assets Lead at CCPB said: “The scale of what happens behind the scenes is something most people never see..
“Runners and supporters might only see our team members handing out refreshments along the route but backing them up are hundreds of people working to help make the event happen.”
This year’s event carries added significance.
Following the 2025 edition’s cancellation due to severe wind conditions, extensive contingency planning has been built into preparations by race organisers to help ensure every aspect of the event proceeds safely and successfully this year.
“Whether someone finishes in record time or misses the cutoff, we want every person taking part to feel supported,” said Davis.
“For us, success is making sure every runner has access to hydration and crosses the line safely.”
The Cape Town Marathon takes place on Sunday, 24 May 2026 and is Africa’s only Abbott World Marathon Majors candidate.
