Social Impact

How London Marathon Group Is Maximizing Social Impact

Learn how we supported London Marathon Group in defining its social impact, helping it maximize its positive influence

A record 48,876 people finished the 2023 TCS London Marathon, ranging in age from 18 on the day to a nonagenarian. The wonderful community carnival, which is one of the capital’s great days out and the most popular marathon on the planet, also featured 44 new Guinness World Records ranging from knights, lifeguards and stars to insects, wellington boot-wearers and aircraft. The London Marathon is the world’s largest one day annual fundraising event and since the first edition back in 1981, nearly £1.2 billion has been raised for charities.

London Marathon Group, which comprises the London Marathon Foundation and London Marathon Events, is a social purpose organization that works to inspire activity in all ages, abilities and demographics. London Marathon Events is a world-leading and hugely successful events management company with an extensive portfolio of running, cycling, and swimming events, which includes the TCS London Marathon and Ford RideLondon. London Marathon Foundation is the parent charity of London Marathon Events and has awarded more than £100 million to projects across the UK since 1981, to help people lead more active and healthier lives.

This was a complex problem that had no easy answers, and I am grateful for the patience and dedication of Oliver Wyman. We are in a much better position now
Nick Bitel, CEO, London Marathon Events

Oliver Wyman supported London Marathon Group in defining its social impact and developing a future framework and metrics by which to measure the social impact for both the group and its funded organizations. Over six weeks, we helped:

  • align the group’s definition of social impact

  • developed its impact measurement framework

  • identified the most important and easily accessible metrics to track and report on its social impact

  • developed an initial approach to data collection and reporting following the development of the impact measurement framework. 

It’s not only intellectual challenging, but also rewarding and refreshing to deliver such impactful work for one of London’s most iconic charities. It’s a privilege to be leveraging our expertise to help the client find the right way to measure, track and report on their social impact
Kaijia Gu, Partner, Oliver Wyman

Our approach helped London Marathon Group define and align its social impact strategy among key stakeholders and establish the impact assessment framework to track the progress. This will help the group better allocate investments and resources to maximize its social impact in society.

Working with London Marathon Group was a fantastic opportunity to contribute meaningfully to the community and an incredible journey of purpose and change
Salman Tariq, Engagement Manager, Oliver Wyman