Berlin Marathon Replaces BMW With Generali and Opens Entry
The Italian insurer takes title sponsorship of the German 42K race, adopting a red visual identity and launching registration for the next edition.
The Berlin Marathon is undergoing a major rebranding as Italian insurer Generali takes over as title sponsor from BMW. Here are the details of the transition and the registration deadlines for the upcoming race.
One of the premier events on the global road racing circuit has just undergone a historic rebranding. The Berlin Marathon announced that Italian insurer Generali is taking over as the event's title sponsor, replacing its longtime partnership with automaker BMW. With the change, the German race is now officially named the Generali Berlin Marathon.
Generali was already the title sponsor of the Berlin Half Marathon and is now expanding its presence across the full 42.195 km distance of the flagship race. The switch concludes an era closely associated with BMW vehicles and brings immediate visual updates: the hallmark blue gives way to the red tones of the new official backer, alongside redesigned event layouts and mascots.
Registration open and lottery strategies
Following the conclusion of the race, organizers took advantage of the heightened visibility to open registration and the entry lottery for the next edition. The immediate rollout capitalizes on the excitement generated by weekend broadcasts and photos, while also appealing to runners who missed out on other World Marathon Majors, such as those who did not meet the Boston Marathon cutoff time.
For those aiming to secure a spot in the German capital, group registration—such as entering in teams of three—remains a popular option for athletes looking to enter the lottery together. Meanwhile, runners who deferred previous entries or received direct access codes have until November 12 to finalize their official race registration.
