Running: Amaury Sport Organisation loses control of the Paris half

The Paris Council approved, on Wednesday, the awarding of the concession contract to Cadence (a consortium of the companies Havas Events, Keneo, and Avena Events), which was selected following a tender launched in April 2025.

Published on May 20, 2026 at 23:27, the approval signals a shift in the organization of the Paris Marathon from Amaury Sport Organisation to Cadence for the 2027-2030 editions. The decision was made by the Paris Council, favoring Cadence over the other candidates ASO and Playground.

The City of Paris, owner of the brands “Marathon de Paris,” “Semi-marathon de Paris,” and “Le Marathon de Paris,” initiated the tender in April 2025, aiming to make the events inclusive and environmentally friendly.

After reviewing the proposals, Cadence’s project stood out for offering a low and uniform price for individuals receiving social assistance benefits, a guaranteed minimum annual fee of 3.5 million euros (a significant increase from the previous contract), and a commitment to honoring different neighborhoods of Paris.

Despite some controversy surrounding Cadence’s association with Vincent Bolloré, the decision to entrust the event to Cadence was ultimately approved with 78 votes in favor, 44 against, and 13 abstentions. The consortium must now quickly prepare for the sale of bibs, typically launched after the marathon in early April. In 2026, 58,853 participants took part in the Paris Marathon.