POWERADE – Title Sponsor of the Belgrade Marathon

The Belgrade Marathon and the Coca-Cola system have officially confirmed the continuation of their cooperation and the signing of a new sponsorship agreement, under which the largest spring race will, as of this year, carry the official name “POWERADE Belgrade Marathon.”

The cooperation has been concluded for a period of three years, and representatives of the Belgrade Marathon and the Coca-Cola system also signed a Cooperation Manifest today, defining a strategic partnership focused on the development of sporting values, an active lifestyle, and support for the local community.

Starting in 2026, the POWERADE Belgrade Marathon will also introduce a new organizational concept, as the event will last two days, with the half marathon, marathon, and 10-kilometer race being held separately.

“First of all, I would like to thank the Coca-Cola system for the trust they have placed in us and for recognizing everything that we do. I believe that the cooperation we have agreed upon is completely natural, as we share the same values. Additionally, the connection between the Belgrade Marathon and Coca-Cola has already been long-standing, and not only a partnership but also a friendship has been established. Therefore, I am confident that this cooperation will be more than successful, to the mutual satisfaction of both sides,” said Belgrade Marathon Director Darko Habuš, adding:

“As is already well known, starting this year the Belgrade Marathon will be a two-day sporting event, as all races—the half marathon, marathon, and the 10-kilometer race—will be held separately, which will allow the Belgrade Marathon as a running event to grow and become even more massive. Additionally, in 2027 we will host and organize the European Championships in running over 10, 21, and 42 kilometers. All of this will provide an excellent platform for us to work together and do something truly beautiful and significant for Belgrade and Serbia. I am confident that, in line with the Belgrade Marathon’s slogan ‘Always More,’ and in cooperation with the Coca-Cola system, we will be able to offer our runners an extra level of enjoyment on the course,” Habuš concluded.

As part of the expanded partnership, the Coca-Cola system in Serbia will ensure adequate hydration for participants, while also actively contributing to the organization and enhancement of accompanying activities, both through POWERADE® and with the presence of the Rosa brand. POWERADE® is an isotonic sports drink with vitamin B6 and electrolytes, designed to provide optimal hydration during intense physical activity, while Rosa water has for many years played an important role in supporting sports and socially responsible initiatives.

“Positioning our POWERADE brand in the title of a recognizable and large-scale sporting event such as the Belgrade Marathon represents, for the Coca-Cola system, a continuation of a long-term partnership through which, via a brand like POWERADE®, we will be even more accessible to marathon participants and the active community. Through this partnership—which also includes the involvement of the Rosa brand, as well as support for the marathon itself and its accompanying events—we reaffirm our long-term commitment to promoting an active lifestyle, perseverance, goal-setting, and achieving top results,” said Saša Marković, General Manager of Coca-Cola HBC Serbia and Montenegro.