In 2015 running is a spectacle and it’s a big business. The Great North Run and the London Marathon are sporting mega-events: televised and commodified, they’re about much more than running. They’re about cities, landmarks, tourism, charity, personal achievements, narratives and mythology. Ultimately they are about ways of constructing those things for us and about controlling the meaning of them.
The London Marathon constructs achievement in a particular way: completing the distance of the run, attaining the sponsorship required if you are taking a charity place, and then performing all of this in a specific place in the service both of an officially sanctioned view of London and of a corporate sponsor. Looked at through my cynical eyes, runners in the London Marathon are extras in the service of this year’s sponsor (currently Virgin Money) and of the Mayor of London because the most significant and persistent symbols we see in the televised coverage of the race are the sponsor’s logo and the landscape of the city: the runners are just a device that drives the story, and that provide a frame for the more important messages of our sponsors.