Paris, France – In a significant shift for one of the world’s most prestigious marathons, the City of Paris has selected a new organizing body, ending Amaury Sport Organisation’s (ASO) nearly three-decade run with the event. The decision, reported by Le Parisien on April 29, 2026, marks a turning point for the Marathon de Paris and the semi-marathon, with Cadence – a group comprised of Keneo, OSE and a Havas agency – poised to take the reins.
The change comes as the city’s concession agreement with ASO expired, prompting a competitive bidding process. While ASO has overseen the marathon since 1998, successfully establishing it as a major international sporting event, the city opted for a fresh approach. The final decision is slated for validation by the Paris City Council at the end of May, but if approved, Cadence will be responsible for organizing both the marathon and the semi-marathon through 2030.
A New Era for the Marathon de Paris
The selection of Cadence represents a move towards a new vision for the race. Keneo, a key component of the group, has a proven track record in organizing major sporting events, while OSE is known for its expertise in trail running and eco-conscious event management. The inclusion of a Havas agency brings a strong marketing and communications element to the partnership. This combination suggests a potential focus on innovation, sustainability, and enhanced event promotion.
The decision wasn’t without competition. A third group, consisting of Playground, Infront, and Oconnection, also submitted a bid. However, the City of Paris ultimately favored the proposal presented by Cadence. The specifics of each bid haven’t been publicly disclosed, but the city’s choice indicates a belief that Cadence’s vision best aligns with the future goals for the Marathon de Paris.
ASO’s Legacy and Future Focus
For ASO, the loss of the Marathon de Paris represents a significant change. The company, a subsidiary of the Amaury Group – which also owns the sports newspaper L’Équipe – is a major player in the world of sports event organization. ASO’s portfolio includes iconic events like the Tour de France, the Dakar Rally, and the Schneider Electric Marathon de Paris, among others. The organization manages approximately 250 days of competition annually across 36 countries.
While ASO will no longer be at the helm of the Paris Marathon, the company remains deeply involved in a wide range of other high-profile sporting events. Their commitment to cycling, motorsports, mass participation events, golf, and sailing ensures a continued presence on the global sporting stage. The company’s values – commitment, passion, responsibility, and excellence – will likely continue to guide their event organization efforts.
What This Means for Runners and the City
The transition to a new organizer could bring several changes to the Marathon de Paris experience. Runners might anticipate adjustments to the course, registration process, or event-day logistics. Cadence’s emphasis on sustainability could lead to increased efforts to minimize the environmental impact of the race. The Havas agency’s involvement suggests a potential for more robust marketing and promotion, potentially attracting a wider range of participants.
For the City of Paris, the change represents an opportunity to further elevate the marathon’s profile and economic impact. The event draws tens of thousands of runners and spectators each year, contributing significantly to the local economy. A successful transition to Cadence could ensure the marathon continues to thrive as a major cultural and sporting attraction.
The Schneider Electric Marathon de Paris, as it is officially known, has grown into a major event on the international running calendar. In 2024, the race saw 57,464 participants cross the finish line. The event’s popularity underscores its importance to both the running community and the city of Paris.
Looking Ahead
The Paris City Council’s vote at the end of May will be the final hurdle before the change in organizers is official. If approved, Cadence will begin preparations for the 2027 Marathon de Paris, outlining their vision for the event in the coming months. Runners and spectators will be watching closely to observe how the new organizing body will shape the future of this iconic race.
The next key date for those following the Marathon de Paris will be the end of May, when the Paris City Council is expected to vote on the proposed change in organizers. Stay tuned to Archysport for further updates as this story develops.
