Infront, the international sports marketing agency, has acquired a stake in the Cape Town Marathon, one of the premier long-distance athletics events in Africa, in a deal that also sees the agency become a strategic partner of the event. 

Infront is now a media and marketing partner of the South African Marathon and thus has secured distribution and sales rights to both broadcast and sponsorship packages around the event.

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The marathon has recently been announced as a candidate race to join the Abbott World Marathon Majors (AbbottWMM), the highest and most prestigious level of marathon events, and race organisers have said they believe the partnership with Infront will help the event secure that status. 

Francois Pienaar, chairman of the Cape Town Marathon, said: “While the Cape Town Marathon already meets the majority of requirements set by the AbbottWMM, we will continue to make enhancements to the race. This includes a strategic partnership with Infront, the media and marketing specialists who will join us on this journey.”

Hans-Peter Zurbruegg, senior vice-president of personal and corporate fitness at Infront, added: “This is exciting news for the city of Cape Town, South Africa and Africa.

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"Our direct involvement forms part of our growing ambition to further enter the African market and will both strengthen our relationship with the AbbottWMM as well as support future business opportunities.”

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The Cape Town Marathon is already a qualifying event for the AbbottWMM age group world rankings and was awarded World Athletics’ Gold Label status last year.

Infront, meanwhile, holds marketing and media rights to several top-tier marathon events including the Berlin Marathon, in a deal running from 2012 through 2022, as well as the Rome and London Marathons.