Media release ,  11.6.2026

Generali Run The Sun Ascona-Locarno Marathon

Generali expands its commitment to running: new running event in Ascona‐Locarno from 2027

• Generali is the co-organiser and title partner of the new Generali Run The Sun Ascona-Locarno Marathon, which will take place for the first time on 6 – 7 March 2027, kicking off the running calendar as Switzerland’s earliest event of the year.
• Created in collaboration with local partners, this new event marks the third pillar of the Generali Running Tour, which now covers all language regions across Switzerland.

Adliswil – Generali is the co-organiser and title partner of the new Generali Run The Sun Ascona-Locarno Marathon, which will take place for the first time on 6 – 7 March 2027, kicking off the running calendar as Switzerland’s earliest event of the year. In collaboration with regional partners, a new national running event is being created that strategically expands the company’s commitment to running.

The event in sunny Ticino combines sporting performance with Mediterranean dolce vita. Set against the backdrop of Lake Maggiore, Run The Sun promises an attractive environment – as early in the year as March – that differs from traditional Swiss running events. Around 6,000 people are expected to attend the inaugural edition of this event. The various distances on offer, from marathons and half marathons to a kids’ run and Nordic walking, appeal to ambitious runners, families and recreational athletes alike.

Ascona‐Locarno complements Generali’s pre-existing commitments in Geneva and Lucerne and helps establish the Generali Running Tour as a national format across all language regions.

Strategic investment in growth, the brand and customer proximity

By stepping up its commitment to running, Generali is pursuing a clear strategic objective: running enables the company to reach health-conscious target groups and creates direct touchpoints with customers.

As the third pillar of the Generali Running Tour, the event strengthens the company’s position as a lifetime partner. Running is all about prevention, personal responsibility and community – core values for the business. At the same time, Generali is expanding its experience-oriented platforms and differentiating itself beyond its core field of insurance. This shift is taking place within a growing market shaped by increasing demand for running events, with Generali thus tapping into further growth potential and strengthening its brand presence.

“With the new marathon in Ascona‑Locarno, we’re continuing to develop our commitment to running. We’re making targeted investments in platforms that connect us with our customers and strengthen key growth areas such as health, prevention and community,” says Rémi Vrignaud, CEO of Generali Switzerland.

An event that adds value for the region and tourism

The Generali Run The Sun Ascona-Locarno Marathon not only champions running as a sport, but also enhances the region’s positioning in terms of tourism. Holding the event in March creates targeted demand in the pre-season period, while generating added value for the local economy. The event revolves around the Piazza Grande in Locarno, which serves as the start and finish area and as a meeting point for participants and the public.

“The Generali Run The Sun Ascona-Locarno Marathon sees us work with our partners to create a new national running event, expanding our commitment to encompass a region where exercise, zest for life and community take centre stage,” says Giuliano Leggeri, Chief Sales & Marketing Officer at Generali Switzerland.