The Berlin Marathon is entering a major new era after a 15-years novum. Following a newly announced sponsorship shake-up reported by Tagesspiegel, the Italian insurance giant Generali will take over as the event’s official title partner, replacing BMW starting in October 2026. BMW will step down after a highly successful 15-year run at the helm of Germany’s biggest running event. The prestigious race will be renamed the “Generali Berlin-Marathon”, with the first official edition under the new banner scheduled to kick off on September 26, 2027 on the website.

Generali Berlin Marathon with new Title Sponsor

Generali is already deeply rooted in the German capital’s athletic landscape. It has been a core partner of the race organizers, SCC Events, since 2019, acting as the name sponsor for the Berlin Half Marathon and various other local races. The Berlin Marathon remains one of the world’s premier road races and a proud World Marathon Major, famous for its lightning-fast flat course where 13 world records have been established over the years. Alongside the new title partner, broadcasting rights have also been secured. RTL Deutschland has locked in an exclusive live TV package to broadcast the world-renowned race through 2029.