TUI continues to grow its investments in international marathon organizations. The company will become the title sponsor of the Palermo Marathon starting in 2027, adding a new event to the TUI Mediterranean Marathon League. Simultaneously, the title sponsorship of the TUI Rhodes Marathon has been extended until the end of 2030. With these moves, TUI is strengthening its investments in the "runcation" concept, which combines sports events with holidays.

Palermo Becomes Fourth Leg of TUI Mediterranean Marathon League

TUI will be the Platinum Sponsor at this year's Palermo Marathon, scheduled for November 15. Starting in 2027, the event will officially be known as the TUI Palermo Marathon. The agreement, initially valid until the end of 2029, will make Palermo the fourth destination in the TUI Mediterranean Marathon League, following Rhodes, Cyprus, and Mallorca.

The 31st Palermo Marathon hosted over 3,000 runners from 35 countries in its last edition. The race course winds through the historic heart of Sicily's capital, passing many significant sites listed on the UNESCO World Heritage list. The company also announced that discussions are ongoing to include new marathons in the league.

TUI Group CEO Sebastian Ebel stated, "Our partnership with the Palermo Marathon marks a new step in our highly successful marathon strategy. The TUI marathons in Cyprus and Rhodes have shown significant growth this year. The TUI Palma Marathon, held in October, has been fully booked since April. The trend of combining sports events with unforgettable holiday experiences remains strong."

Goal is to Extend the Season and Support the Regional Economy

The events within the TUI Mediterranean Marathon League are held in the spring and autumn. This allows athletes to compete in more favorable climate conditions, while destinations attract more visitors outside the peak season. According to TUI, the events appeal to participants of all ages. Notably, the proportion of runners under 30 has reached remarkable levels in the Mallorca and Rhodes marathons.

The company expects a total of over 25,000 participants within the TUI Mediterranean Marathon League in 2027. While registrations for the Rhodes, Cyprus, and Mallorca marathons can be made through TUI sales channels, the Palermo event is also planned to go on sale shortly.

Partnership in Rhodes to Continue Long-Term

TUI has also extended its title sponsorship with the Rhodes Marathon Organizing Committee to cover two more editions. Thus, the agreement between the parties will continue until at least 2030.

Launched in 2014, the TUI Rhodes Marathon has become a significant event on the international running calendar. The 11th marathon, held in 2026, saw over 5,000 athletes from 65 countries participate.

Sebastian Ebel commented, "Our partnership with the TUI Rhodes Marathon is a natural extension of our long-standing relationship with the island of Rhodes and has been a great success. We have significantly increased the number of participants compared to the first TUI Rhodes Marathon, with over 5,000 runners from 65 countries. This event is one of the most successful examples of how we combine travel, sports, and sustainable tourism."

Sustainable Growth is a Shared Goal

With the extension of the sponsorship agreement, the parties aim to further grow the event and strengthen sustainability, inclusivity, innovation, and collaboration with local stakeholders.

Marieta Papavasileiou, co-founder of the TUI Rhodes Marathon and President of the Organizing Committee, said, "We are very proud to continue our collaboration with TUI and to further strengthen our relationship with an important tourism partner that has been a supporter of Rhodes for many years. This agreement not only reflects our successful partnership that began this year but also our shared vision to further develop the TUI Rhodes Marathon in the coming years and introduce the beauty of our island to the world." Image: © TUI