SP City Marathon 2026: Growth, Changes, and Runner Experience
Paulo Carelli, from Iguana Sports, reveals the behind-the-scenes and innovations of the biggest SP City Marathon edition, focusing on athlete experience and safety.
The SP City Marathon, organized by Iguana Sports, is gearing up for its largest edition yet, with 32,500 participants. Paulo Carelli details continuous improvements, including course changes to prevent bottlenecks and logistical optimizations for runners and their companions. The race reaffirms its commitment to providing a memorable experience in São Paulo.
In this special episode of the Stemma Podcast, hosts Fabio Bessa and Thiago Wakamura welcome Paulo Carelli, co-founder and director of Iguana Sports, for an exclusive chat about the SP City Marathon. The conversation covers the event's exponential growth, the new features for the 2026 edition (or next edition, as the video context refers to July 26), and the challenges of organizing one of Brazil's largest marathons.
A Race of Constant Growth
The SP City Marathon has witnessed impressive growth, jumping from 18,000 registrants in previous editions to 32,500 for this upcoming one. Of this total, 24,000 will run the half-marathon and 8,500 the full marathon. Paulo Carelli explains that while there's a technical limit to ensure a quality experience, the goal is to reach 40,000 participants in the future. To achieve this, the organization depends on factors such as public agency support, extended street usage time, and the expansion of start and finish arenas.
According to Carelli, the secret to success lies in continuous improvement and the recognition of the race as a distinctive experience. The SP City is known for not being the flattest or coldest, but for offering the unique opportunity to run São Paulo, passing by its main landmarks.
Course Updates and Enhanced Logistics
For the upcoming edition, some strategic changes to the course have been implemented, especially at the start of the race. The start at Pacaembu will have two sectors in Praça Charles Miller to organize the corrals (A, B, C on one side; D, E, F on the other), facilitating access to baggage claim buses. The main alteration is at kilometer 2, where the race will no longer climb Rua Margarida and Marta and the overpass, instead proceeding straight along Norma Peruttti and returning to Rio Branco. This modification aims to eliminate a bottleneck and ensure runner safety, as issues with the surface and sprains were common in the previous section.
Despite the changes, the overall elevation profile of the race remains consistent, with the train line overpasses compensating for the minor undulations removed. The central section of the city, with its iconic cultural activations (chorinho at Bar Brahma, Elvis at Galeria do Rock, orchestra at Teatro Municipal), remains unchanged, preserving the identity of the São Paulo race.
Other logistical improvements include:
- Hydration and Nutrition Stations: These will continue to offer water, isotonic drinks, gels, wet sponges, jelly beans, and savory snacks, crucial especially in the second half of the marathon, where psychological, moral, and nutritional support makes all the difference.
- Access to the Jockey Club: The partnership with the Jockey has resulted in the release of other access points, such as the Tattersall gate, to facilitate public and companion entry and exit, making the finish area more comfortable for everyone.
- Bag Drop: A new area at the Jockey, in front of the grandstands, has been designated for bag drop buses, improving the retrieval of belongings after the race.
Prominent Partnerships and the Running Market
The SP City Marathon has strengthened its partnerships with major brands. Nike enters with considerable force, adding value and new experiences to the race. Paulo Carelli highlights the synergy between big brands and big events, where brands seek to be where runners are and find their values. Nubank also joined the event, after seeking projects that connected with its brand profile, seeing in Iguana Sports a partner that caters to everyone from beginner runners to marathoners. Other brands like Vivo and Minerva Foods also support the initiative.
Carelli observes a maturation of the running market in Brazil. Running has solidified as an integral part of people's lives, a lifestyle that adds value and promotes healthy routines. There's an increase in young people participating in the sport, seeking an active life and being recognized for it. Iguana Sports aims to increase the number of marathoners in the country, understanding that it is a gradual and continuous process.
The SP City Expo: The Runners' Meeting Point
The SP City Marathon expo will be held at the Bienal do Ibirapuera, a move praised for its proximity to the race course and the opportunity for visitors to experience one of São Paulo's icons. The Expo, running from Thursday to Saturday, will feature over 40 stands, an exclusive Nike store with finisher and race collections, recovery activations, talks, food areas, and spaces for cheering and photos. It's a true meeting point for runners from all over Brazil.
Professionalization and Safety
As one of the founders of Abracem (Brazilian Association of Road Running Event Certifiers), Paulo Carelli emphasizes the concern for the professionalization and safety of events. Iguana Sports invests significantly in the race's medical structure, with trained professionals and state-of-the-art equipment. Additionally, a volunteer program in healthcare was launched, coordinated by a team of doctors, to support the medical staff and guide runners, reinforcing the importance of regular check-ups before engaging in endurance sports.
Regarding World Athletics labels, Carelli clarifies that evolving from a 'Label' to 'Platinum' status primarily involves investment in elite athletes and media, and does not necessarily improve the experience for amateur runners, who already enjoy a race within technical and safety parameters.
The race will feature broadcast by SBT Esportes, aiming to cover not only the elite but also the world of road running and its stories. There's also a perception of greater runner awareness, with fewer instances of "pipocas" (unregistered runners) and better overall behavior, which contributes to the event's quality and safety.
Iguana Sports at Its Best
Despite the pressure of organizing an event of this magnitude, Paulo Carelli maintains his athlete routine, training for the Berlin Marathon. He emphasizes the importance of a qualified and engaged team. Iguana Sports, after overcoming the challenges of the pandemic, has transformed into a more agile, flexible, and strategic company, which Carelli considers its best moment currently.
The SP City Marathon promises to be a celebration of the sport, inviting all runners to enjoy the race and celebrate their achievements, living the moment to the fullest, stress-free. An irresistible invitation to feel the energy of running and the city of São Paulo.