On November 2, the 2025 TCS New York City Marathon officially cemented its place as the largest run in the world. Tens of thousands of runners crossed the five boroughs, from Staten Island to Central Park, in what proved to be one of the most dynamic, inspiring editions in the event’s storied history.
Elite athletes dominated the headlines–Hellen Obiri shattered the women’s course record at 2:19:51, while Benson Kipruto edged out the men’s field by mere seconds ahead of Alexander Mutiso. But amid the world-class finishes and cheering crowds, another story unfolded at the intersection of sport, community, and brand experience: Mastercard’s Priceless Start.
As a sponsor of the marathon, Mastercard didn’t just show up with signage; they redefined access to one of the toughest start lines in the world. Twenty-five runners were selected for the exclusive Priceless Start, the very first wave to hit the course after the cyclists.
Among them were reality TV stars Matt James and Tyler Cameron (joined by Cameron’s girlfriend Tate Madden), running creators Kim Clark, Nicole Sheridan, Lizzie Ramey and Preethi, FinTech journalist Marcel van Oost, freelance journalist Laurel Leicht (Runner’s World), and yes–me, representing Heavy Sports. I’m still flabbergasted, by the way.
Inside the Priceless Start
From the moment we arrived at the Mastercard VIP Tent in Staten Island, it was clear this was a marathon experience unlike any other. The tent, positioned within the Start Village, was stocked with everything runners could need before 26.2 miles: warm space, food, beverages, private restrooms, and a rare calmness amid the nervous energy.
Being part of that first wave offered something surreal. The bridge was quiet. The air was still. You could actually hear your own footsteps. In a race that’s often defined by the chaos of tens of thousands of pounding shoes and cheering spectators with blow horns, confetti, and waving creative signage, that silence was a great way to lock in mentally.
But what truly defined the Priceless Start wasn’t just the comfort; it was the community. Influencers, journalists, and everyday athletes mingled freely. Everyone swapped race tips, playlist favorites, and personal “why I run” stories. It felt less like a VIP lane and more like a shared moment of gratitude.
How Mastercard Built the Buzz
This year, Mastercard didn’t wait for race day to create excitement. The company launched its #MastercardMarathonContest back in September, inviting marathon hopefuls across the country to share their best “marathon hacks” on social media or on priceless.com for the chance to win a coveted marathon bib and spot in the Priceless Start.
The response was overwhelming–runners shared everything from training tips to emotional stories of perseverance. To help amplify the campaign, Mastercard partnered with @runswithmal (Mal Holladay), the creator of the NYC run club @nomorelonelyruns, who helped promote the contest and surprise her friend and club member Rossi Weinberg with a winning entry.
The surprise–captured in a heartfelt clip shared across social channels–became one of the most endearing pre-marathon moments online. Alongside Rossi, three other contest winners (one being Madison Vereb, a popular book reviewer on TikTok) joined the Priceless Start, making the 25-runner cohort a unique blend of media, influencers, and everyday athletes given a once-in-a-lifetime starting opportunity.
The Priceless Marathon Experience
Mastercard’s involvement this year went well beyond bibs and start waves; it extended into every corner of marathon weekend.
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At the Marathon Expo, Mastercard hosted an “Unlock the Marathon” booth where runners and spectators spun a digital prize wheel for a chance to win Tokyo Marathon Bibs, 2026 TCS NYC Marathon Bibs, and other giveaways like tickets to Edge at Hudson Yards. Visitors also picked up Mastercard × Dick’s Sporting Goods co-branded swag, snapped photos at branded installations, and viewed marathon tips from other runners.
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Mastercard × Lyft Partnership: To help participants and fans explore the city, Mastercard offered $10 off each of their first two Lyft rides for new users who signed up with eligible World or World Elite Mastercards, ensuring that even getting around NYC became part of the “Priceless” experience.
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Pre-Race Celebration at Edge, Hudson Yards: On Saturday, November 1, Mastercard and TAO Group hosted a family-friendly celebration featuring Q&As with Christine Burke (NYRR’s senior VP of strategic partnerships), Dr. Jordan Metzl (sports medicine specialist), and Tyler Cameron, alongside wellness sessions and refreshments. Among the guests was Kiara Di Paola, founder of @newyorkcity4all, underscoring Mastercard’s blend of local community and global audience.
All of it reflected Mastercard’s stated goal: “We’re helping unlock new ways for runners and fans to experience the magic of the marathon, and the city as a whole.”
Getting Your Spot for Next Year
If reading about this year’s race gave you FOMO, there are several ways to join next year’s marathon beyond Mastercard’s VIP route:
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The General Lottery: The most common, but competitive, entry route. Over 200,000 applications were submitted for the 2025 race, making it one of the toughest tickets in running. According to NYRR, “non-guaranteed entry drawing will be open from February 4-25, 2026. A drawing for accepted entries will take place on March 4, 2026.”
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Charity Bibs: Partner with an official charity (like Team for Kids, Fred’s Team, or the Lupus Research Alliance) to raise funds in exchange for guaranteed entry.
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Time Qualification & Loyalty: Fast runners who meet NYRR time standards or those who’ve completed 15 NYC Marathons automatically qualify.
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International Tour Operators: For runners abroad, official tour operators offer guaranteed entry with travel packages.
Whatever route you choose, start early–the 2026 edition will likely draw record demand after this year’s milestone turnout.
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This article was originally published on Heavy Sports
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