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 another event to the TUI Mediterranean Marathon Series. At the same time, the title sponsorship of the TUI Rhodes Marathon has also been extended until the end of 2030. Thus, TUI continues to strengthen its investments in the "runcation" concept, which combines sports events with holidays.

Palermo Becomes the Fourth Leg of the TUI Mediterranean Marathon Series

TUI will participate as a Platinum Sponsor in this year's Palermo Marathon, to be held on November 15. The event will officially be held under the name TUI Palermo Marathon starting in 2027. With an agreement initially valid until the end of 2029, Palermo will become the fourth destination of the TUI Mediterranean Marathon Series, following Rhodes, Cyprus, and Mallorca.

The 31st Palermo Marathon hosted over 3,000 runners from 35 countries in its last edition. The race course passes through the center of Sicily's historic capital, reaching many significant sites on the UNESCO World Heritage list. The company also announced that discussions are ongoing for new marathons to join the series.

Sebastian Ebel, CEO of TUI Group, stated, "Our collaboration with the Palermo Marathon marks a new step in our highly successful marathon strategy. This year, the TUI marathons in Cyprus and Rhodes showed significant growth. The TUI Palma Marathon, scheduled for October, has been fully booked since April. The trend of combining sports events with unforgettable holiday experiences continues to gain strength."

Goal: Extend the Season and Support the Regional Economy

Events within the TUI Mediterranean Marathon Series are held in 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 a significant level, especially in the Mallorca and Rhodes marathons.

The company expects over 25,000 participants in total within the TUI Mediterranean Marathon Series 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 be available for sale shortly.

Rhodes Partnership to Continue Long-Term

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

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

Sebastian Ebel stated, "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. With over 5,000 runners from 65 countries participating, we have significantly increased the number of participants compared to the first TUI Rhodes Marathon. This event is one of the most successful examples of how we bring together travel, sports, and sustainable tourism."

Sustainable Growth: A Shared Goal

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

Marieta Papavasileiou, co-founder of the TUI Rhodes Marathon and President of the Organizing Committee, stated, "We are very proud to continue our cooperation with TUI and to further strengthen our relationship with an important tourism partner that has supported 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 showcase the beauty of our island to the world." Image: © TUI