Generali Deutschland is set to become the title partner of the Berlin Marathon, launching a new chapter for the Abbott World Marathon Majors event in 2027.
The partnership, which sees insurance firm Generali replace BMW as the event’s title sponsor, was unveiled in Berlin by organisers SCC Events. At a launch event near the Brandenburg Gate, it was confirmed that the race will officially become the Generali Berlin Marathon starting with the 2027 edition on September 26, 2027.
The deal builds on a long-standing collaboration between the insurer and SCC Events, which began in 2019 with the Generali Berlin Half Marathon and has expanded to include the Generali 5K and the mini-Marathon. Alongside the title sponsorship announcement, RTL Deutschland confirmed it has secured an exclusive broadcast rights package for the Berlin Marathon through to 2029, spanning live TV broadcasts on RTL and digital streaming via RTL+.
Economic impact research conducted by Nielsen Sports on behalf of SCC Events highlighted the race’s commercial scale, with the 2024 event generating approximately €469 million in added economic value for the host city.
Jürgen Lock, CEO of SCC EVENTS, said “Generali and SCC Events share common values and a mutual understanding of the impact sport can have on individuals and society as a whole.
“Our partnership has developed over many years; through the Generali Berlin Half Marathon, the Generali 5K, and the mini-Marathon presented by Generali, we have built a deep connection and tremendous mutual trust over the past decade. We are therefore all the more delighted to now extend this partnership to the Generali Berlin-Marathon.”
Stefan Lehmann, CEO of Generali Deutschland, added “Through our ‘Ecosystem Sport’, we have been committed for many years to getting more people active, in both elite and grassroots sport. The partnership with SCC Events and the Generali Berlin-Marathon is a significant step for us in further expanding this commitment and sustainably strengthening sport’s contribution to society.”
Registration for the 2027 Generali Berlin Marathon opened on October 1, 2026.
www.scc-events.com
www.bmw-berlin-marathon.com
