(Yicai) Oct. 29 -- The Chengdu Marathon Organizing Committee disqualified two pacers for illegally changing their clothes and shoes during the city's latest marathon, highlighting the growing rivalry in the commercialization of Chinese marathons.

The two pacers, who are experienced runners tasked with running at a specific speed to set the pace for the marathon, received a two-year ban and had their pacer qualifications revoked, the committee announced on Oct. 27. The Chinese Athletics Association has been notified, it stressed.

According to online reports, the two pacers started the marathon wearing clothes and shoes from Chinese sportswear maker Li-Ning, the top sponsor of the Chengdu Marathon this season, before switching to two other brands during the race. There has been no confirmation of whether the two were paid, but the move signals that the "battle for runners' feet" has become so intense that brands compete even for ordinary runners.

The Chengdu Marathon Organizing Committee did not name any brands.

A high-level marathon has dozens of pacers and tens of thousands of runners, so the more people wear a brand's products, the more exposure it gains. At the same time, the number of sponsorship slots has shrunk amid a decline in marathons in China over the past two years, making top events scarce entry points for brands to seize.

The sponsorship map of Chinese marathons has changed drastically. Xtep International Holdings has run events for nearly 20 years, sponsoring 74 major events since its first marathon in 2007, including supporting the Xiamen marathon for the 17th consecutive year in 2025.

Xtep reported revenue rose 4.2 percent to CNY14.2 billion (USD2.1 billion) last year from the previous year, with that of its main brand rising only 1.5 percent. Its footwear income jumped 4.5 percent to CNY8.4 billion (USD1.3 billion).

However, Li-Ning has been gaining market share, with the running category growing in importance for the firm in recent years. Running business revenue accounted for 31 percent of its total income last year, up from 16 percent five years ago, surpassing basketball as the largest category, according to its financial reports. Starting this year, Li-Ning replaced Xtep as the top partner of the Chengdu marathon for the next five years, making it the first top event in Southwest China the company has been tied to.

In addition, On, Hoka, and Salomon are attracting middle-class urban runners by opening flagship stores, hosting running events, and holding community operations rather than sponsoring races.

Although marathons remain popular in China, the number of events continues to decline as organizers focus resources on top-tier events. Marathons and related road-running events nationwide fell to 594 last year from a record high of 696 in 2024, while the figure will likely drop to 492 this year, according to data from the Chinese Athletics Association.

Editor: Martin Kadiev