This paper takes Xiamen Marathon as the research object，and makes an in-depth discussion on the development status and market level of this event. From the perspective of the relevant data of the government，participants and the development of the event itself，Xiamen Marathon has received extensive attention from the government and social groups in recent years，which has laid a solid mass foundation for the sustainable development and market-oriented operation of Xiamen Marathon. Based on the analysis of the current situation of Xiamen Marathon’s marketing，the commercial value of Xiamen Marathon is mainly divided into two aspects：revenue composition and derivative value. The revenue composition mainly includes sponsor fees，registration fees，advertising fees，etc.，and the derivative value is mainly reflected in the economic driving effect of Xiamen Marathon on the surrounding areas. To mansion horses at the same time，the tangible assets and intangible assets development present situation are analyzed，and the events of the tangible assets used more fully，intangible assets events naming rights，right of advertising and franchise has been developed，but events that haven’t realize cashing，analyze the data show that the sports broadcast received widespread media platforms welcome and support，This shows that the media broadcasting rights of the event have great potential to be tapped，and that there is still a long way to go for the marketing process of Xiamen Marathon.