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When the 2025 Great North Run kicks off this September, all eyes will be on Eilish McColgan. After missing the 2023 World Championships and experiencing an injury-disrupted buildup to the 2024 Paris Olympics, her return to form is symbolic of a shift in UK road racing. And as one of the country’s most recognisable distance runners, her participation in the world’s biggest half-marathon is likely to highlight where British endurance sport is headed.

So let’s see what’s so important about her return.

A champion returns

McColgan ran the Great North Run 12 months ago, finishing fifth, but it’s her record-breaking run in 2022 that remains the benchmark. That year, she smashed Paula Radcliffe’s long-standing British half-marathon record with a time of 1:06:26 at the Great Scottish Run, only for it to be later invalidated due to a course measurement error. Redemption came months later in 2023, when she posted 1:05:43 in Berlin, this time on a certified course, officially writing her name into the record books.

Now, at 34, McColgan is expected to line up in Newcastle in one of the most anticipated returns of the season. After a knee injury forced her out of key races in 2024, her decision to target the Great North Run — a crowd favourite with over 60,000 runners — suggests a pivot in focus. While she hasn’t ruled out the 2028 Olympics, her sights seem more fixed on the thriving UK road scene, where depth, sponsorship, and participation numbers have all surged in the past two years. 

Why the sudden surge? All thanks to the Olympics.

The post-olympic momentum

The 2024 Paris Games gave British athletics a boost. While Team GB didn’t leave with a huge medal haul on the track, road races saw fresh energy — both from athletes like Emile Cairess (who finished fourth in the men's marathon) and in public participation rates.

According to UK Athletics, registrations for mass-participation events jumped by 17% in the six months after Paris, a reversal of the pandemic-era slump. Major road races like the London Marathon, the Big Half, and the Great North Run all saw record ballot entries. Even regional 10km events report waitlists again.

McColgan’s comeback taps directly into this trend. Her brand, built not just on elite results but on visibility, social media presence, and her training business, aligns well with the increasing crossover between pro athletes and the amateur running boom. And this isn’t the only trend McColgan taps into.

Road racing in the UK: What’s changing?

The UK road racing scene enters a new phase:

• Data-backed training and recovery: From VO2 max wearables to apps like Strava and Final Surge, even local club runners now track metrics like pros. Elite athletes, including McColgan, lean into this culture, making their routines more accessible and transparent.
• More sponsorship and media exposure: Brands invest in more than just Olympic hopefuls. Endurance events now draw in lifestyle and tech sponsors, especially those in the wellness and fintech sectors. The 2025 London Marathon featured partnerships with TCS, Abbott and New Balance, which is a sign of how broad the appeal has become.
• Athletes broadening their reach: Like Mo Farah before her, McColgan uses road races to extend her career and visibility. She also experiments with coaching content and partnerships outside traditional athletics, bridging the gap between elite sport and the fitness community.

This shift redines how road racing connects with fans, brands, and the wider culture of performance and wellness. And McColgan is a part of this shift.

Final thoughts: What’s at stake for McColgan

McColgan’s Great North Run outing isn’t just about the time she posts, even though many will be watching to see if she can get close to her 66-minute range. It’s about how she repositions herself in a sport that now rewards consistency, public presence and brand-building as much as medals.

She’s also becoming a key voice in broader conversations around athlete pay and independent sponsorships. As more runners look beyond federation support, they find new ways to fund their careers. Social media and streaming platforms allow athletes like McColgan to monetise their personal brand directly, offering training content, connecting with fans, and securing deals on their own terms. 

Whether it’s partnering with global sportswear companies or aligning with fan-engagement sites like https://sportbet.one/live, the modern runner is part athlete, part entrepreneur. This evolution could help more competitors stay in the sport longer, fund their ambitions, and build a more sustainable career on and off the course.