As the sport gains momentum, host cities try to take advantage of organizing marathons to boost fitness while simultaneously promoting their city's image. Eighty-eight percent of core runners say they have a more positive impression of the host city after participating in a race.

Marathons also mean increased opportunities for businesses. Accompanying the exploding number of marathon runners are business opportunities and benefits that are yet to be fully tapped in China. Its popularity has attracted the attention of companies that want to promote their brands' image and appeal to consumers.

"It is believed sponsorship deals will bring sponsors more publicity and closer contact with clients," says Lynn Zhang.

According to the survey, about 60 percent respondents say they were left with a better impression of the sponsor brand; 68 percent said the sponsor brand has a greater appeal to them than before, and 70 percent said they are more likely to buy the sponsor's' products.

Although the majority of sponsors are sports apparel and automobile manufacturers, the marathon fad has attracted catering and jewelry brands as well. However, they are less impressive to runners compared to traditional sponsors.