POWERADE® Becomes the Title Sponsor of the Belgrade Marathon

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

The partnership has been agreed on for a three-year period. Representatives of the Belgrade Marathon and the Coca-Cola system also signed a Manifesto of Cooperation, defining a strategic partnership focused on promoting sporting values, an active lifestyle, and support for the local community.

Starting in 2026, the POWERADE® Belgrade Marathon will introduce a new organizational concept. The event will now take place over two days, with the half marathon, marathon, and 10K races held separately.

“First and foremost, I would like to thank the Coca-Cola system for the trust they have placed in us and for recognizing the work we do. I believe this partnership is completely natural, as we share the same values. The connection between the Belgrade Marathon and Coca-Cola has been longstanding; it has evolved not only professional partnership but also a friendship. I am confident that this cooperation will be highly successful and mutually beneficial,”, said Darko Habuš, Director of the Belgrade Marathon, adding:

“As already announced, starting this year, the Belgrade Marathon will become a two-day sporting event, with the half marathon, marathon, and 10K races held separately. This will allow the Belgrade Marathon to grow further as a running event and attract even more participants. In 2027, we will also host and organize the European Running Championships in the 10K, half marathon, and marathon distances. All of this creates an excellent platform for us to jointly deliver something truly meaningful and significant for Belgrade and Serbia. In line with the Belgrade Marathon slogan ‘Always More,’ and in partnership with the Coca-Cola system, we will be able to offer our runners even more enjoyment on the course.”, Habuš concluded.

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

Marković emphasized that the Coca-Cola system is deeply integrated into the local community in Serbia. The Coca-Cola brand has been present in Serbia for nearly six decades, while Coca-Cola HBC Serbia has operated for almost 30 years and, as a leader in the beverage industry, offers the broadest portfolio for every occasion.

Under the new sponsorship agreement, the POWERADE® brand becomes the title sponsor of the largest spring race in Belgrade, the Coca-Cola system and the Belgrade Marathon continue their long-standing collaboration. The Coca-Cola system has been among the sponsors of this sporting event since 2024 and previously served as the exclusive sponsor of the Belgrade Marathon in 2005 and 2006.