This paper studies the sports marketing behavior of marathon. This paper analyzes the connotation of marathon sports marketing，including its meaning，elements and influencing factors of marketing effect. Marketing through marathon sport has many advantages，including wide marketing audience，being easy to accept，group effect，being beneficial to internationalization，has the character of public welfare，being connected to sports culture. The attention points of marathon sports marketing includes the construction of brand and culture，the consistency of sports activities and sponsors，and the continuity of sports marketing. This paper analyzes the strategies of marathon sports marketing，including the selection of matching sports activities，strengthening brand association，integrated marketing and making full use of media for publicity. This paper makes the case study of Nike sponsorship of the 2020 Shanghai Marathon and V&H sponsorship of the 2018 Qingdao Marathon.