This past weekend, London and Manchester saw thousands of runners take to the streets in two of the UK’s biggest marathons.
In an exclusive interview with Insider Sport, Andrew Smith, CEO of A.S.O. UK, part of the global sports organisation behind iconic events like the Tour de France and Paris Marathon, shared insights into the group’s recent rebrand and its plans for future growth.
Smith also dives into the evolving running landscape, highlighting how events like the adidas Manchester Marathon are not only growing in size but also becoming more inclusive.
Insider Sport: Firstly, Andrew, can you give us some insight into the rebrand from Human Race to A.S.O. UK and how this will help grow the company brand moving forward?
Andrew Smith: It was a very natural change which stemmed from our acquisition in 2016 by A.S.O., who many people will know as the organisers of the Tour de France and Paris Marathon.
At that time, we were still operating under the name Human Race, but when I joined the company in 2023, the senior management team already felt we were operating day-to-day as A.S.O. UK, so we decided to align ourselves even closer to their name and brand.
The opportunity that the rebrand gives us is that A.S.O. is a huge name in the world of mass participation sport, so ultimately it will help open a few more doors for us commercially.
IS: Under the wider A.S.O. brand, how has the UK subsidiary leveraged the standing of its parent company in being able to grow your UK-facing events like the adidas Manchester Marathon, The Dragon Ride, and Asics LDNX?
AS: Asics LDNX is a prime example of the A.S.O. brand elevating our events even further in the mass participation events industry. Asics LDNX was born out of the strong relationship A.S.O. has with Asics, who sponsor the Paris Marathon. So, that in itself is a very tangible example of the positive impact our clear brand alignment has had.
Outside of that, it’s still early doors, but we know that the running market is booming at the moment, so there’s lots more to come. I also attended the announcement of the Tour De France Grand Depart in Edinburgh last month, representing A.S.O. UK. Which led to some really positive conversations, which will hopefully develop between now and the Grand Depart in 2027.
IS: With the Manchester Marathon, how important is it to have a partner like adidas support the event and how do they lend their expertise to help and grow the event?
AS: When it comes to the successful growth of the Manchester Marathon over the last two years, I don’t think you can remove the positive impact that adidas has had as title sponsor. Yes, the marathon market has been very buoyant in terms of more people wanting to take part in marathons, but we have definitely outperformed the market, and adidas has helped us achieve that.
adidas is also a globally recognised apparel brand as well as a sportswear brand. They have a strong presence in the North West, including a head office in Stockport and their sponsorship of Manchester United, which has helped us drive the event forward.
IS: The adidas Manchester Marathon has also become one of the more inclusive and open marathon events for all demographics. Has this been a core initiative to increase adoption for the event and how successful will this be for this year’s edition?
AS: There are a few layers to that question. Firstly, Manchester as a city has a rich history of being a welcoming place, born out of people who have worked hard to grow and develop the city, an identity we are proud of.
We also wanted an entry process which doesn’t have a ballot system, which might prevent people from having the chance to take part. There are multiple opportunities to secure entry, unlike some of the other major marathons, which is another example of how we try to be open and inclusive.
And finally, we work with running clubs, crews and local organisations to get a sense of the different motivations to take part in a marathon, as well as potential barriers to access. By involving these local groups, we continue to grow the event in a way that is authentic and representative of local communities.
IS: Could you outline some of the community initiatives and charitable organisations some of the donations will go towards and how these companies align with A.S.O. UK’s own beliefs?
AS: One of our key initiatives is our work with Trafford Council, where £1 from every entry goes into a special fund which supports local community groups, particularly those involved in sports and recreation. This is a way for us and our participants to give back to the local community and help people become healthier and more active, which is core to A.S.O. UK’s values.
We also have a number of Official Charity Partners, one of which is The Christie, located in Manchester and the largest single-site cancer centre in Europe, treating more than 60,000 patients a year.
We also have a record number of Green Runners this year, which is an initiative in which participants can opt out of receiving a finisher t-shirt, medal, or both. The production costs saved on these items are donated to our local sustainability charity, City of Trees, who work on creating new woodlands, planting millions of trees, and revitalising green spaces.
IS: Lastly, Andrew, and thank you for your time, as the London Marathon also happened at the same time as the adidas Manchester Marathon, how has the appetite for running evolved over the past several years and will both these marathons spur on further adoption in the future?
AS: We’ve seen some great growth over the last 18 months, especially. COVID had a massive effect on our industry, as we’re all about people coming together and participating in sport en masse. A lot of people took up running during COVID, but it took time for that to translate into coming together with friends or larger communities.
A big part of the growth is down to the 20-29 age group, where the uptake has been huge. And the nature of these events has propelled that growth, as it enables people to come together with friends or as part of a community, which really appeals to that younger demographic. Running has also become an activity that people can engage with on social media, which helps, while the charity element is still incredibly important to participants.
This past weekend was an amazing moment for all those things coming together across the UK’s two major cities, and we’re very proud to be a part of the largest day of marathon running in this country. Over 90,000 people, from all walks of life, coming together to celebrate their achievements, raise money for amazing causes and support their communities: it’s what these events are all about.
