Atlas Events Partners with Award-Winning EVA Air in Multi-Year Naming Rights Sponsorship Deal

National sporting events company Atlas Events has entered into an exclusive naming rights partnership with award-winning international airline EVA Air for its flagship south east Queensland marathon events.

The strategic partnership, which runs until 2026, includes the Brisbane Marathon Festival and Sunshine Coast Marathon Festival, both of which are on track for another sell-out year.

Atlas Events founder and managing director Jason Crowther highlighted several synergies between the two companies, including a shared commitment to fostering community engagement while promoting healthy, active lifestyles.

“EVA Air has proven itself to be a company that is passionate about connecting communities and promoting health and fitness with a track record of supporting major sporting events, including Taiwan’s second largest running festival,” Mr Crowther said.

“This alignment of values is crucial to Atlas and our mission to deliver accessible and inclusive community sporting events. Since we launched in 2012 as a single-event company, more than 60,000 people have joined us on the start line across our events nationally, improving their health, connecting socially and helping generate funds and awareness for important local causes along the way.”

Each Atlas event is aligned with charitable partners, allowing participants to leverage the occasions as a platform to raise funds for causes close to their hearts. Notably, the Sunshine Coast Marathon has contributed more than $2 million to support local charities and organisations since its establishment in 2012.

Mr Crowther said 2024 was already shaping up to be a bumper year for marathon events with a record number of participants forecast for the Brisbane and Sunshine Coast festivals in June and August respectively.

“There’s been a 40% increase in entries across all our running events in the past month and it’s not just Atlas, we’re also seeing competitor events selling out in record time, which shows that people are prioritising their health and wellbeing more than ever,” he said.

“The magic of a running event extends well beyond athletic performance. They connect people of all ages and abilities, foster a sense of community and social connectivity, and bring visitors to our incredible cities. That’s what makes EVA Air a great fit as they’ve long recognised the value in engaging with diverse communities through running.”

As the exclusive naming partner, EVA Air will bring its global expertise and innovative approach to enhance the overall experience for participants, spectators, and volunteers.

EVA Air's commitment to sustainability and corporate social responsibility also aligns with Atlas Events’ emphasis on promoting health and wellness while respecting the environment.

General Manager of EVA Air’s Australian branch, Nick Chen acknowledged the partnership with Atlas as one that would help promote their south east Queensland flights while contributing positively to the local community.

“We’ve been flying into Brisbane for 30 years and it’s a global city EVA Air has a great affinity with,” Mr Chen said.

“Our partnership with Atlas Events has been carefully considered. We support the EVA Air Marathon in Taipei and with 24,000 participants we’ve seen first-hand the power mass participation sporting events have on the local community, the health of participants and tourism.

"The Brisbane and Sunshine Coast marathons are renowned for their enjoyable and highly energetic nature. With professional organisation, they exude a contagious carnival atmosphere that is unmatched and unbeatable."

Sunshine Coast Events Board chair John Williams said the partnership was a huge win for the region.

“The long-term partnership with EVA Air presents an exciting opportunity to welcome more international visitors and in turn help boost economic benefits for the Sunshine Coast,” Mr Williams said.

As one of Australia’s premium destinations for hosting and participating in sporting events, Visit Sunshine Coast CEO Matt Stoeckel said events such as the Sunshine Coast Marathon showcased the region across Australia and internationally.

“With a new international aviation partner locked in, the Sunshine Coast Marathon will have the potential to spread its wings further afield,” Mr Stoeckel noted.

“Our international visitor numbers are progressively returning to 2019 levels, and with the Sunshine Coast selected to host events in the 2032 Brisbane Olympic Games, increased exposure from hosting scenic events such as this will help introduce the region’s outstanding attractions to new audiences around the world.”

Brisbane City Lord Mayor Adrian Schrinner acknowledged the city's premier running event, which attracted 7,500 runners in 2023 and is in its 32nd year, was a key feature in Brisbane’s impressive line-up of major events.

“When participants aren’t taking in sights of the city’s iconic Story Bridge and Kangaroo Point Cliffs, they can enjoy our warm winter sunshine, community spirit, and some well-earned respite in our world-class hotels and restaurants,” he said.

“Events like this one are a big boost to local businesses, attracting visitors from Australia and beyond who fill our hotels, cafes and restaurants and support our local economy.”

Pictured: Mark Laforest – Atlas Events Director, Nick Chen – General Manager of EVA Air Australia, and Jason Crowther – Atlas Events Managing Director

About Atlas Events

Atlas Events manages large scale community sporting events that promote affordable opportunities for participants to take part in a healthy and active lifestyle. Founded in 2012 on the Sunshine Coast, Atlas runs events nationally. Each Atlas’ event supports the local community, businesses, tourism industries while raising funds for charities and local community groups. Their events promote a sense of healthy community within a relaxed, enjoyable and professional event environment.

About EVA Air

EVA Air, Taiwan’s leading independent airline, was formed in 1989 and is a Star Alliance member. EVA Air is part of the respected Evergreen Group and a sister company to global container-shipping leader Evergreen Line. Over more than 30 years of operating international passenger and airfreight flights, EVA has earned a reputation for excellence in its services and safety practices.

Serving Brisbane for 30 years and offering flights to and from the Queensland Capital three days per week, EVA Air serves a global network that connects Asia and Mainland China to Europe, North America and Oceania and links more than 60 major business and tourist destinations.

EVA Air Sunshine Coast Marathon Festival to Again Host Australian Half Marathon Championships in 2024

Atlas Events is delighted to announce that the EVA AIR Sunshine Coast Marathon Festival, a flagship event that has been captivating runners and spectators since its inception in 2012, will once again host the esteemed Australian Half Marathon Championships in 2024. This exciting development reaffirms the festival's status as a premier running event in the region.

Scheduled for Sunday 11 August 2024, the EVA Air Sunshine Coast Marathon Festival will welcome elite athletes from across the country to compete in the Championships, adding another exciting chapter to the event's history and cementing its reputation as a preferred venue for national competitions.

The inclusion of the Australian Half Marathon Championships again marks a significant milestone for the event, emphasizing its commitment to excellence in distance running and providing a platform for both seasoned and emerging athletes to showcase their talent on a national stage.

Jason Crowther, Managing Director of Atlas Events, expressed his enthusiasm for this ongoing partnership.

"We are honoured to once again host the Australian Half Marathon Championships as part of the EVA Air Sunshine Coast Marathon Festival in 2024," he said.

"This continued collaboration highlights our dedication to fostering a vibrant and competitive running community and we look forward to welcoming elite athletes and running enthusiasts alike to experience our great event."

Athletics Australia Group General Manager – Delivery and Partnerships, Samantha Culbert, was also excited about the Championships returning to the Sunshine Coast.

"Queensland winter, the Sunshine Coast as a dream destination, a flat fast course and a community festival feel – what a perfect combination for a quality half marathon, and we are excited that this will include the Australian Half Marathon Championship again in 2024," she said.

"We can’t wait to see Australia’s best athletes line up to chase the National Title, and etch their name into the history books."

The EVA Air Sunshine Coast Marathon Festival has consistently attracted participants from various corners of the globe, offering a picturesque course that winds through stunning coastal scenery, showcasing the natural beauty of the Sunshine Coast.

Participants can expect a well-organised and memorable event, with various race categories catering to runners of all levels, from the seasoned marathoner to the weekend warrior. The festival is not only a celebration of athleticism but also an opportunity for the community to come together.

For more information about the EVA Air Sunshine Coast Marathon Festival, please visit

Sunshine Coast Marathon Festival Achieves ‘World Athletics Label’ Status

We are excited to announce that the Sunshine Coast Marathon Festival has achieved ‘World Athletics Label’ Status and is announced as host of the ‘Australian Half Marathon Road Championships’. Fast becoming Australia's PB Playground for Half Marathon Runners in one of the country's fastest growing running festivals.

The Sunshine Coast Marathon Festival, one of Australia's fastest growing running festivals, has been awarded the prestigious ‘World Athletics Label Status’ by World Athletics in 2023. The festival will also be hosting the ‘Australian Half Marathon Road Championships’, making it a must-visit destination for runners globally looking to set new personal bests in the half-marathon distance.

The Sunshine Coast Marathon Festival, organised by Atlas Events, has experienced exponential growth in recent years, becoming one of the most anticipated running events in the country. With its picturesque coastal course and temperate running conditions in the month of August, the Sunshine Coast Marathon Festival has attracted participants from all over the world who are eager to challenge themselves and experience the excitement of a world-class marathon event in one of Australia’s most desirable destinations.

The recent achievement of ‘World Athletics Label Status’ is a testament to the event's commitment to excellence in organisation, course design, and participant experience. It places the Sunshine Coast Marathon Festival among the elite ranks of international marathons, with only a handful of races in Australia attaining this distinction. This recognition further solidifies the event's reputation as a premier destination for runners seeking a high-quality race experience.

In addition to the ‘World Athletics Label Status’, the Sunshine Coast Marathon Festival will also be hosting the ‘Australian Half Marathon Road Championships’, adding another layer of excitement and competitiveness to the event. Elite runners, as well as recreational runners, will have the opportunity to test their skills against the best in the country on the festival's fast and flat course, which has become known as Australia's PB playground in the half marathon distance.

"We are incredibly proud to achieve ‘World Athletics Label Status’ and to host the Australian Half Marathon Road Championships as part of the Sunshine Coast Marathon Festival," said Jason Crowther, Event Director of The Sunshine Coast Marathon Festival. "Our event has seen remarkable growth over the years, and we are committed to providing an exceptional experience for every participant, whether they are chasing a personal best or simply enjoying the camaraderie of fellow runners. The combination of our fast and scenic course, world-class organisation, and the opportunity to compete in the Australian Championships makes the Sunshine Coast Marathon Festival an event not to be missed for any runner."

Sunshine Coast Council Economy Portfolio Cr Jason O’Pray said, “it was marvellous to see the Sunshine Coast on the list amongst Madrid, Singapore, Boston, Dublin, London and Tokyo to name just a few other places with this special label.

And to be one of only three Australian events to receive the label shows Atlas Events continues to deliver a world class event on our beautiful Sunshine Coast, a great attraction for elite athletes from all over the world to experience.”

The Sunshine Coast Marathon Festival is scheduled to take place on 12-13 of August in 2023, and registration for the event is now open. Runners of all levels and abilities are invited to join the festival and be a part of this exciting and prestigious event. Whether you are a seasoned athlete or a recreational runner, the Sunshine Coast Marathon Festival offers a unique opportunity to challenge yourself, achieve your personal best, and soak in the breathtaking beauty of the Sunshine Coast region.