The atmosphere and energy of music festivals, a keystone of the new Zurich Marató Barcelona and the eDreams Mitja Marató Barcelona by Brooks

– More than Just a Race is the new concept under which the campaigns of both races are framed, inspired by the atmosphere and the animation that takes place during the weekend of both races.
– Barcelona Hits Different and Feel The Beat are the claims chosen to appeal to the spirit and energy of Barcelona and to pay homage to it.

– The aim is to take the experience to the next level to expand the reach of these two renowned sporting events.

RPM Sports, a sports marketing and entertainment company belonging to Experientia Group, has opened registrations for 2025 of the iconic Barcelona races Zurich Marató Barcelona and eDreams Mitja Marató Barcelona by Brooks presenting new and disruptive concepts for their marketing and communication campaigns. Both events, internationally renowned for the festive atmosphere that surrounds them, will be inspired by music festivals to create a unique and exciting experience for participants.

Following the overwhelming success of the 2024 editions, when the eDreams Mitja Marató Barcelona by Brooks had a record 28,000 entries – making it the largest race in Spain and the second largest in Europe – and the Zurich Marató Barcelona has sold 20,000 race bibs – the third largest in its history – the organisers are committed to taking the experience to the next level to expand the reach of these two renowned sporting events.

The chosen slogan is More than Just a Race, which reflects the essence of these events, highlighting the vibrant activity and animation that surrounds them throughout the weekend. This new approach aims to transform the runner’s experience, making participation both a sporting event and a festive and cultural activity that makes the most of the involvement of the city and the environment in which they take place. Two races that become a living representation of the soul of Barcelona.

Feel The Beat and Barcelona Hits Different

Each race has its own communication and promotion campaign for 2025 focused on the target audience of each one. The new slogan of the eDreams Mitja Marató Barcelona by Brooks is Feel The Beat, appealing to the rhythm that surrounds the city and the runners, where the most important thing is that they enjoy the pulse of the city, ensuring fun and energy. Running is the excuse, what matters is the experience, and it wants each participant to ask themselves “What’s your beat?”.  With this concept, the half-marathon has tripled the number of registrations in its first week compared to the previous year, reaching 8,000 race bibs sold.

For its part, the Zurich Marató Barcelona bets on the slogan Barcelona Hits Different, paying tribute to the unique vibe of Barcelona that can be felt in every corner, in every step and in every stride, from the streets full of history to the contagious energy of its people. A new concept that has already attracted more than 3,000 runners to join the race.

A serie of achievements that have been accompanied by the fact that, this year, RPM Sports has been awarded in the Premis Impacte, organised by the Col-legi Oficial del Màrqueting i la Comunicació de Catalunya. The distinction awarded was the silver prize in the category of Impact from the Event for the promotion and communication campaign of the Zurich Marató Barcelona 2024.