With economic and social development, so too does the public pay attention to its health, becoming more willing to participate in sports events. And as March beckons, Marathon season is set to begin in China. But who are we kidding; it’s a cash cow.
随着经济社会的发展，公众对自身健康的关注度不断提高，参与体育赛事的意愿不断增强。随着三月的到来，中国的马拉松赛季即将拉开帷幕。但我们在开玩笑吗？这是一棵摇钱树。
One need look no further than the 2024 Wuxi Marathon, held in March and estimated to have had injected approximately ¥280 million into the economy, representing an increase of 45.5 percent on the previous year. The catering and accommodation sectors were the primary beneficiaries therefrom, basking in economic benefits to the tune of ¥127 million and ¥117 million, respectively.
3月份举办的2024年无锡马拉松赛就为经济注入了约2.8亿元人民币，比上年增长45.5%。餐饮和住宿业是其中的主要受益者，分别获得经济效益1.27亿元和1.17亿元。
Going back a year further and according to the “2023 China Road Running Blue Book” released by the Chinese Athletics Association, a total of 622 marathons and half marathons were held nationwide in 2023. Yes, almost two marathons a day.
再往前追溯一年，根据中国田径协会发布的《2023年中国路跑蓝皮书》，2023年全国共举办马拉松和半程马拉松比赛622场，是的，几乎每天有两场马拉松比赛。
Taking the Beijing Marathon as another example, which dates back to 1981, for which in 2015 approximately 63,000 people signed up. By 2024, that number had tripled.
再以北京马拉松为例，它的历史可以追溯到1981年，2015年报名人数约为6.3万人。到 2024 年，这个数字增加了两倍。
An analysis by industry insiders tells us all these trends are the result of a phenomenon whereby a city’s annual per-capita gross domestic product comes to exceed $US5,000. It’s the point at which that demmed a “road-running, sports-consumption cycle” kicks in.
业内人士分析告诉我们，所有这些趋势都是一个城市年人均国内生产总值超过5000美元这一现象的结果。这就是“公路跑、运动消费周期”开始的时刻。
While at the end of the day mutually beneficial for all, holding a large-scale marathon tests an organiser’s mobilisation ability, their levels of professionalism and multi-department coordination. It can even reflect a city’s overall ability to govern.
举办大型马拉松赛归根结底是互利共赢，但举办大型马拉松比赛考验的是组织者的动员能力、专业水平和多部门协调能力。甚至可以体现一个城市的整体治理能力。
But as to the money, General Manager of Wuxi Huipao Sports Co., Ltd. Li Changzheng made it abundantly clear when speaking with The Paper. “Being able to make a profit is not necessarily the core appeal of such top events, but it must be a necessary condition for healthy long-term development”, said Li.
但对于钱的问题，无锡汇跑体育有限公司总经理李长征在接受澎湃新闻采访时说得非常清楚。 “能够盈利不一定是此类顶级赛事的核心诉求，但一定是健康长期发展的必要条件。”李说。
It’s profit that comes at a price. According to Si Shujian, General Manager of Beijing Zhongji Sports, the cash and in-kind expenditure going into marathon events in second and third-tier provincial capitals in the central and western regions of China is generally ¥25-30 million. Going down a level, ¥12-15 million can be expected to be spent on marathons at prefectural and municipal levels, and then ¥7-9 million at county and district levels. And largely, it’s the sponsors which foot the bill.
这是有代价的利润。北京中基体育总经理司书健介绍，中西部地区二三线省会城市马拉松赛事的现金和实物支出一般在25-3000万元。再往下看，地市级马拉松经费预计为12-1500万元，县、区级马拉松经费为7-900万元。很大程度上，是赞助商买单。
These are shopping lists which largely comprise prize money, equipment, procurement of event-related materials, event security and construction of facilities, as well as advertising and the like.
这些购物清单主要包括奖金、设备、赛事相关材料的采购、赛事安保和设施建设以及广告等。
Then there is the money spent by the marathon runners themselves. It is understood that marathon-participation fees are in the ballpark of ¥150-200, while there are many senior enthusiasts who may even join 10-15 races every year.
然后是马拉松运动员自己花的钱。据了解，马拉松参赛费用在150-200元左右，而不少资深爱好者每年甚至会参加10-15场比赛。
Back with that Blue Book, it reveals an analysis of a 2023 Chinese runner questionnaire. Therein, 30.21 percent of runners said they had spent more than ¥2,000 on protective-sports equipment. And when it came to wearable-sports equipment, some 59.34 percent of runners said they had spent more than ¥1,000 thereon.
回到那本蓝皮书，它揭示了对 2023 年中国跑步者调查问卷的分析。其中，30.21%的跑者表示在防护类运动装备上的花费超过2000元。而在可穿戴运动装备方面，约有59.34%的跑者表示自己在该装备上的花费超过1000元。
It’s all part and parcel of where the profit lies, together with the downstream effect which benefits a city’s entire economy. With many other industrial sectors in the doldrums, it’s no wonder China’s gone marathon crazy.
这都是利润所在的重要组成部分，以及有利于城市整个经济的下游效应。由于许多其他工业部门陷入低迷，中国对马拉松的疯狂也就不足为奇了。
