Toby’s Estate makes TCS Sydney Marathon partnership personal with Team Toby campaign

Toby’s Estate Coffee has joined the TCS Sydney Marathon presented by ASICS as its Official Coffee Partner, marking the partnership with a campaign built around one simple question: Where’s Toby?

To bring the partnership to life, the specialty coffee brand has launched Team Toby, a national callout for runners named Toby, or any honourable variation of the name, who are entered in the 2026 TCS Sydney Marathon.

The campaign turns a traditional event sponsorship into a consumer participation moment, inviting real runners to become part of the brand story in the lead-up to race day.

Team Toby launched with a teaser OOH campaign across Sydney street posters and digital bus shelters, using the search for Toby to build intrigue before revealing the full campaign across earned media, social and digital channels.

Selected eligible runners will join the official Team Toby and receive a sponsorship pack valued at more than $4,000, designed to support their marathon journey from training runs to race day and beyond.

The Team Toby sponsorship pack includes a $2,000 Luxury Escapes voucher, $1,000 Visa gift card, BleeqUp Ranger AI Sports Camera Glasses, a year’s supply of Toby’s Estate coffee, a limited-edition Fractel x Toby’s Estate running kit including singlet, cap and socks, plus their marathon entry fee compensated.

The campaign taps into the growing crossover between Australia’s coffee culture and running culture, as run clubs, early-morning training rituals and post-run café catch-ups continue to shape the way people engage with fitness, community and local venues.

For Toby’s Estate, Team Toby turns a major event sponsorship into a participation-led brand platform, creating a campaign that is social by design, easy to share and unmistakably connected to the brand.

Says Bridget Taylor, Toby’s Estate Marketing Manager: “Becoming the Official Coffee Partner of the TCS Sydney Marathon is a huge moment for Toby’s Estate, so naturally we decided to celebrate by finding as many marathon-running Tobys as we could.

“Team Toby is a fun way for us to support real runners taking on an incredible challenge, while bringing a little bit of Toby’s personality to one of Sydney’s biggest sporting moments.”

Eligible runners can submit their application at wherestoby.com.au, with entries closing on 19 July 2026. Selected Team Toby members will be announced in late July and will represent Toby’s Estate on race day at the TCS Sydney Marathon on 30 August.

Says Taylor: “Running a marathon takes commitment, community and a questionable number of early mornings. We can’t run the kilometres for them, but we can keep the coffee coming, kit them out with some very decent gear, and send them off for a well-earned holiday when it’s all over. The Tobys of the marathon have a big job ahead. We’re just here to make it slightly easier.”

This year’s TCS Sydney Marathon is shaping up to be the biggest yet. The 2026 ballot attracted more than 123,000 entries, a 56 per cent increase on 2025, making it one of the fastest-growing marathons in the world. The event will welcome an anticipated 40,000 runners, up from the record-breaking 32,963 finishers in 2025.

As one of the newest members of the Abbott World Marathon Majors, the TCS Sydney Marathon has rapidly cemented Sydney’s place among the world’s premier marathon destinations.

Says Kent Lunney, Commercial Director of the TCS Sydney Marathon: “We’re thrilled to welcome Toby’s Estate as the Official Coffee Partner of the TCS Sydney Marathon presented by ASICS. Team Toby is exactly the kind of creativity we love from our partners, a genuine celebration of the running community with real heart and a good dose of humour. We can’t wait to see all the “Tobys” out on course, very well caffeinated, on race day.”

Toby’s Estate:
Bridget Taylor, Marketing Manager
Dan Mylonas, Creative Director
Robert Polmear, Creative Designer
Ella Pearce, Digital Marketing Manager
Vee Ketsak, Trade & Promotions Marketer
Alexandar Marychurch, Digital Marketing Coordinator
Natalie Boudaher, Marketing Coordinator

BestKept Media:
Ariana Shutte, PR Director

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