GO ASIA TRAIL 
This is Tsutsumi from GO ASIA TRAIL.
Today, I would like to talk about title sponsors. The term "title sponsor" has become a kind of heavy rotation word in my mind, and after doing some research, I am writing this article.
In the world of trail running, sponsorships are essential for securing funds to run events and to give back to runners and the community. In particular, a form of sponsorship known as title sponsorship (or endorsing sponsorship) is the highest level of sponsorship in which a company's name is attached to the name of the event, and is expected to improve the quality of the event through the provision of significant funding. This article provides an overview of title sponsorship and explores its significance, with examples from Japan and overseas.
What is Title Sponsorship?
Title sponsorship is the highest form of sponsorship for sporting events. For example, the name of the event is "company name + tournament name," which maximizes brand exposure for the company. This allows the event organizer to receive a large sponsorship fee, which can be used to increase prize money for runners, course development, and community revitalization. In a sport like trail running, which takes place in a natural environment, this is important from the perspective of sustainability and community support.
Title sponsorship in Japan: still a rare format
Few trail running events in Japan have introduced title sponsorship. Many events are run under the organizing committee system, with support from multiple sponsors and local governments. This is also the case for urban marathons, which rarely welcome a title sponsor.
The main reasons for the lack of title sponsors in Japan are as follows
- The traditional management style of local governments and local community-led organizing committees has taken root in Japan, and there is a tendency to avoid having a single company bearing the event's name. This generally leads to the dispersion of funds in the form of sponsorship by multiple companies and organizations.
- Because many trail running and marathon events are small or community-based, they receive little media exposure and may be viewed as having limited brand exposure benefits for companies.
- Increasingly, companies are shifting their investments to high-profile international events and large-scale sports in order to avoid sponsorship risk.
These factors have intertwined to create a situation where it is difficult to introduce title sponsorships.
However, a recent example of note is the Kyoto Marathon, scheduled to be held in February 2026. Nintendo has been welcomed as a Platinum Partner, and in commemoration of the 40th anniversary of "Mario," Nintendo's iconic game franchise, the event will be held under the name "SUPER MARIO BROS. 40TH Kyoto Marathon."
This collaboration will feature Super Mario-themed runner bibs and events. In addition to the bib design, there may also be novelty items and surprises along the course to look forward to.
While this is not a trail running event, I hope that such initiatives will eventually spread to trail events as well.
Title Sponsors Overseas: Increasing in Europe, the U.S., and Asia
Overseas, especially in Europe and the United States, it is becoming more common to utilize title sponsors to name events. In recent years, this trend has also been observed in Asia, where companies are actively investing in brand value enhancement and marketing.
One example is the X-Trail Kenting by UTMB scheduled to be held in Taiwan in March 2026. HOKA will be involved in this race as the title sponsor and will support footwear and apparel as the premier partner for the entire UTMB World Series. HOKA has been promoted to title sponsor of the UTMB since 2024 and plays a role in revitalizing the global trail running community.
In addition, more and more Chinese companies are becoming active title sponsors in the Asian trail running scene. For example, Chinese sports brand Anta is the title sponsor of the Hong Kong 100 Ultra Marathon in Hong Kong, strengthening brand exposure in 2024 and future events.
For example, at the Vietnam Mountain Marathon in Vietnam, Chinese outdoor brand Kailas Fuga is the title sponsor as a Presenting Partner and is responsible for supplying gear for supporters and event The company is responsible for providing gear and event promotion for supporters at the 2025 Games. These examples illustrate the rise of outdoor brands in the Asian market and help internationalize trail running.
Road Race Success Story: TCS's Global Strategy
A useful reference in the context of trail running is the case of a title sponsor in a road race. Tata Consultancy Services (TCS), part of India's TATA Group, is the title sponsor of the world's major marathons, including the New York City Marathon and the London Marathon. TCS currently sponsors many of the World Marathon Majors, supporting a total of more than 14 races.
TCS's efforts are particularly outstanding and include the following strategies
- VIP invitations and networking: inviting business partners and prospective clients to the races and interacting with them. This enhances B2B marketing.
- Use of technology: TCS leveraged its strength in IT to develop an official application for the event. Provided runner and family cheering functions to enhance the user experience. They also use marathon events as a venue for technology demonstrations, providing real-time tracking (including predicted finish times) through race apps, naturally showcasing TCS's backend technology (which supports 40% of global financial transactions).
- Social Impact: Promoted sustainability and inclusiveness, resulting in more than $225 million in economic impact in terms of local economic revitalization and charitable donations.
In Europe and the United States, people who work out regularly, such as running marathons or doing strength training, are considered to have higher incomes, and it is said that corporate executives, VIPs, and other decision-makers take care of their health on a daily basis. By inviting these individuals, not only TCS but also customers network with each other to build win-win relationships. In this way, TCS conducts marketing through marathon events.
These examples show that title sponsorship is more than just funding; it is a tool to build win-win relationships between companies and events. Trail running may also see an increase in sponsorships that focus on environmental protection and community support.
Summary: The Future of Trail Running and Title Sponsors
Title sponsorship is likely to be key to the professionalization and globalization of trail running. Although still rare in Japan, pioneering efforts such as the Kyoto Marathon may be the catalyst. In the future, it is likely that big city marathons such as the Tokyo Marathon and Osaka Marathon will consider title sponsorship.
I also think that in the world of trail running, the acquisition of title sponsors will be the key to success in the future. This is especially true for large-scale international races that attract runners from overseas, and will be essential for safety and quality management.
Fuji100 and Kaga Spa Trail Endurance 100 by UTMB to name a few. We feel that finding a title sponsor will be important to solve this problem. We hope that you will take a positive approach to this challenge, as examples have been seen in Taiwan.
