The Standard Chartered Nairobi Marathon (SCNM) has hit a major milestone ahead of its 22nd edition, securing record sponsorship worth Ksh 233 million and filling all 30,000 runner slots weeks before the October 26 race.

The marathon, which will be staged at Nairobi’s Uhuru Gardens, has drawn runners from 92 countries and is now being viewed as one of Africa’s biggest platforms for both athletics and corporate-backed social impact.

This year’s sponsorship marks a sharp 35 per cent increase from 2024, when the event attracted Ksh 173 million. A total of 43 companies have signed on, ranging from financial giants and beverage firms to tech, health, and tourism partners.

Local Organising Committee Chairman David Mwindi said the surge in support showed how the marathon was evolving beyond just sport: “We are proud to see both sponsor and participant numbers grow significantly this year. This strong turnout is evidence of the collective will to transform lives, nurture talent, and drive positive change through the Futuremakers initiative.”

Standard Chartered itself has committed Ksh 130 million, the single largest sponsorship. But one of the headline deals has come from Kenya Wine Agencies Limited (KWAL), which has doubled its sponsorship to Ksh 10 million. The company, through its Heineken 0.0 and Savanna 0.0 brands, has taken naming rights for the 21km Half-Marathon.

At a sponsors’ breakfast event, KWAL Head of Marketing Dr. Senorine Wasike said the brand was targeting the growing fitness and wellness culture in Kenya. “KWAL is pleased to partner with SCNM to encourage more Kenyans to adopt a healthier lifestyle by engaging in physical activity and sports.”

She added that the deal was also linked to the marathon’s social impact arm: “The Marathon is not only a premier sporting event but also contributes to community development through the Future Makers initiative. Additionally, the Marathon provides a platform to enhance the overall well-being of communities, positioning it as an excellent partner for Heineken ® 0.0, a brand committed to health and wellness.”

The Futuremakers initiative, run by Standard Chartered, is central to the marathon’s appeal to sponsors. Last year’s event raised Ksh 48 million for youth employability and business support programs. This year, the target has been set at over Ksh 75 million.

According to Joyce Kibe, Standard Chartered’s Head of Corporate Affairs and Brand Marketing: “The initiative has impacted more than 55,000 underserved young people since 2019, including supporting over 1,300 microbusinesses at an investment of Ksh 133 million in a new three-year employability programme launched in 2024.”

The growing presence of zero-alcohol drinks in Kenya’s market is also part of the story. KWAL’s Senior Brand Manager for beers, Prudence Mutembei, said consumer habits were shifting: “As a brand, Heineken ® 0.0 supports consumers on their wellness journey by offering a zero- alcohol option with fewer calories, aligning with their lifestyle and health objectives. This enables individuals to enjoy a high-quality beer without compromising their fitness or workout routines.”

She added: “An increasing number of young adults, predominantly from the Gen Z demographic, are choosing beers with lower or zero alcohol content while maintaining their social activities with friends, leading to notable growth within the category.”

Other marathon sponsors include Prudential (Ksh 9.5 million for the 5km Family Fun Run), Anta Sports (Ksh 5 million), EABL (Ksh 3.5 million), and UNDP (Ksh 3.2 million).

Coca-Cola, Tetra Pak, Reload, ORS, and Tawi will supply hydration and nutrition, while AAR Healthcare, Aga Khan University Hospital, AMREF, and Osteocare will provide medical support. Subaru and G4S will once again handle lead car and security duties.

Inclusivity remains a major focus, with Light for the World and CBM Christian Blind Mission ensuring persons with disabilities are fully catered for. Sustainability partners TakaTaka Solutions and Unicaf are leading waste management and eco-friendly efforts, while Kisskids will set up mothers’ rooms along the route.

Prudential’s Head of Corporate Affairs, Bernard Kinyanjui, said the broader goal was to connect sport to everyday Kenyans: “Our partnership with the Standard Chartered Nairobi Marathon reflects our commitment to initiatives that deliver lasting impact. While we support elite athletes chasing global recognition, we also want to inspire families and communities to embrace active, healthy lifestyles.”

With big-ticket sponsors, packed registration, and rising interest in health-driven consumer trends, this year’s SCNM is shaping up as more than a road race. It’s become a showcase of how sport, business, and social impact are increasingly intertwined in Kenya.