SBS Secures Exclusive Two-Year Broadcast Partnership for TCS Sydney Marathon

The TCS Sydney Marathon presented by ASICS has announced a landmark two-year broadcast partnership with SBS, naming the national network as its exclusive free-to-air television and digital streaming partner.

The strategic media rights agreement guarantees live and free coverage of Australia’s premier long-distance running event across the country for both the 2026 and 2027 iterations.

TCS Sydney Marathon Broadcast Scale and Digital Delivery

Under the commercial terms of the agreement, the 2026 event will be broadcast live on Sunday, 30 August, starting at 6:00 am AEST. Audiences can access the comprehensive coverage via SBS’s primary linear television network and through its centralised digital streaming platform, SBS On Demand.

The network will also package post-event highlights and curated tactical content for catch-up streaming, ensuring continuous brand exposure for commercial partners past the initial race day window.

Commenting on the broadcasting partnership, TCS Sydney Marathon – race director, Wayne Larden, said: “We are delighted to welcome SBS back as our official broadcast partner for the next two years.

“This is a partnership built on shared values, and we look forward to bringing the energy, ambition, and spirit of race day into homes across the country.

“This partnership with SBS alongside our extensive international broadcast distribution partnerships will showcase the TCS Sydney Marathon and our beautiful city of Sydney to the world in a really positive way.”

Expressing his enthusiasm about the partnership, SBS Director of Sport, Ken Shipp, added: “The TCS Sydney Marathon is one of the great sporting events on the Australian calendar, and we’re proud to bring it to Australians live and free on SBS.”

“SBS is the natural home for an event that reflects modern Australia, bringing together people from all backgrounds through a shared passion for sport.

“We look forward to sharing every moment with Australians in 2026 and 2027,” Shipp said.

The 42-kilometre course, which guides elite international athletes and mass-participation runners from North Sydney, across the Sydney Harbour Bridge, and finishes at the Sydney Opera House, draws competitors from 117 countries. The event is owned by Athletics Australia, managed by sports marketing agency Pont3, and receives direct public underwriting from the NSW Government through its tourism and major events branch, Destination NSW.

Commercial Implication and Audience Reach

The alliance leverages SBS’s expansive consumer footprint, which connects with approximately 13 million Australians monthly and broadcasts content in more than 60 languages. The domestic television contract operates alongside an extensive network of international broadcast syndication partnerships.

This dual-distribution commercial model secures global media placement for the event, leveraging the commercial return on investment for naming rights holder Tata Consultancy Services (TCS) and presenting partner ASICS by embedding their branding across high-volume linear and digital sports programming streams worldwide.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.