The event in sunny Ticino combines athletic performance with Mediterranean joie de vivre. Against the backdrop of Lago Maggiore, 'Run The Sun' offers attractive conditions as early as March that differ from those of traditional Swiss running events. Around 6,000 participants are expected for the premiere. Various distances and types of races—from marathon and half marathon to kids' run and Nordic walking—appeal to ambitious runners as well as families and recreational athletes.
With Ascona-Locarno, Generali complements its existing commitments in Geneva and Lucerne and anchors the 'Generali Running Tour' as a national format across all language regions.
Strategic Investment in Growth, Brand and Customer Proximity
Expanding its running commitment, Generali pursues a clear strategic goal: running provides access
to health-conscious target groups and creates direct touchpoints with customers.
As the third pillar of the 'Generali Running Tour', the event strengthens positioning as a lifetime partner. Running stands for prevention, personal responsibility, and community—core values for the company. Simultaneously, Generali expands experience-oriented platforms and differentiates itself beyond the core insurance business. This step is taken in a growing market with increasing demand for running events. Generali thus taps into further growth potential and strengthens its brand presence.
'With the new marathon in Ascona-Locarno, we are consistently advancing our commitment in running sports. We are purposefully investing in platforms that connect us with our customers and strengthen key growth areas like health, prevention, and community,' says Rémi Vrignaud, CEO of Generali Schweiz.
An Event with Added Value for Region and Tourism
The 'Generali Run The Sun Ascona-Locarno Marathon' strengthens not only the running sport but
also the touristic positioning of the region. Holding it in March specifically generates demand in the
pre-season and creates additional value for the local economy. The event's centre is Locarno's Piazza
Grande, which serves as the start and finish area as well as a meeting point for participants and the
public.
'With the 'Generali Run The Sun Ascona-Locarno Marathon', we, together with our partners, create a new national running event and expand our commitment to a region that stands for movement, joy, and community,' says Giuliano Leggeri, Chief Sales & Marketing Officer of Generali Schweiz.