Cape Town’s trail-running boom is more than a sporting success story; it has become a major player in the sponsorship game, attracting global championships, international visibility, and a growing brands' fight for the spotlight in the Mother City. With the 2027 World Mountain and Trail Running Championships set for South Africa’s capital, all eyes are on Cape Town to see how the sport and city will transform in the next year and beyond.

04 November 2026

Why Cape Town is Becoming a Trail-Running Hub

Cape Town’s rise to trail-running fame is no accident. On October 6, 2026, World Athletics president Seb Coe officially announced that the 2027 World Mountain and Trail Running Championships (WMTRC) will take place in Cape Town, marking the first time the event has been held on the African continent. The city’s appeal is undeniable: Table Mountain, Karbonkelberg and the surrounding trails offer a world-class backdrop and testing terrain.

The event's location has not only brought international attention, but also showcased Cape Town's stunning natural beauty and committed trail-running community to a global audience. Coe noted that “mountain and trail running is experiencing a real boom” as interest in the sport surges worldwide. Cape Town’s organizing committee and local enthusiasm are primed to make the most of this momentum and shine the sport’s spotlight on the Western Cape.

How the RMB Ultra-Trail Cape Town Broke Through

While the 2027 WMTRC is a massive win for the city, the growth of the RMB Ultra-Trail Cape Town (RMB UTCT) has been the real trailblazer. This November, RMB UTCT will host its 11th edition over three days, from 20 to 22 November 2026. The event has become a stalwart of the international trail calendar, drawing elite competitors and world record holders since it began in 2015.

As one of the World Trail Majors, the RMB UTCT is no small exhibition. Over 2,800 athletes participate annually, with 35% coming from 55 countries outside of South Africa. The route features 5,000 meters of elevation gain, traversing Table Mountain and Karbonkelberg. It’s no surprise, then, that RMB UTCT's organizers estimate the event pumps R150 million into the local economy each year, as competitors and their families flood in from around the world.

The Sponsorship Race Heats Up

The international attention and local buzz surrounding RMB UTCT has not gone unnoticed by brands. In 2022, RMB became the title sponsor of the UTCT, infusing new resources and visibility into the event. This followed a successful sponsorship in 2021 of the Ultra-Trail Cape Town. Since then, New Balance has been a running shoe partner, and Adidas TERREX announced a multi-year partnership in March 2024 to become the official technical sponsor.

Along with major brands, RMB UTCT needed major prizes to attract the top athletes in the sport. In September 2025, the event made a bold move, dramatically increasing its prize purse by 50%, from R502,500 to R755,500. These substantial financial investments flood the sport of trail running, encouraging athletes to travel to Cape Town and giving the event an even stronger international profile.

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But RMB UTCT’s organizers haven’t just focused on international draw; they’ve also leaned into local talent. In November 2026, RMB UTCT launched a new “Pride of Africa” award to financially support local trail runners and highlight African success in the sport. As Major and Trail World organizers eye the legacy of the 2027 WMTRC, this focus on local champions appears set to become a hallmark of trail running in South Africa.

The Economic Impact and Challenging Questions Remain

Cape Town is a hotspot for trail-running tourism, and the WMTRC and RMB UTCT are just the latest to make the most of the city’s iconic terrain and growing trail community. The economic impact is already significant, and the future holds potential major growth. Yet, with this excitement and newfound largess, some questions remain.

As RMB UTCT’s profile rises, will local participants and small, niche brands wind up priced out of the market? How will the city ensure it prioritizes local impact and participation even as it draws international spectators and competitors in increasing numbers? These challenges are not unique to Cape Town or trail running, but the city’s ability to navigate and manage this balance will impact long-term growth.

As the excitement in Cape Town builds over the coming year, locals, tourists, and trail running fans worldwide will be watching to understand this emerging story of success.