Running a Business Takes Endurance. So Does Running the TCS New York City Marathon

Oct. 23, 2026

Justworks is now a Strategic Partner of New York Road Runners—the nonprofit that “runs” New York City producing 60 annual adult and youth races, and the Official HR and Payroll Platform Sponsor of the TCS New York City Marathon, a multi-year partnership covering the 2026 and 2027 events, to support and celebrate small businesses in New York. Founders point to teamwork and collaboration (55%), hard work (51%), and discipline (48%) as skills learned through athletics (Justworks x The Harris Poll research; August 2026*). Running a small business and running a marathon both require these traits. 

Jeri Doris, Chief People Officer at Justworks said:

“Whenever I talk to founders in our community, I’m always amazed by their grit. Setting a goal, working diligently to make it a reality, and showing up even when it’s hard can be said of founders and marathon runners alike. As I gear up to run my 7th full marathon, I’m proud to be a part of a team supporting founder and runner journeys with New York Road Runners.” 

 

The partnership, brokered by Justworks’ media agency, Noble People, includes signage along race courses, connected TV, radio placements, a social video series, newsletters, and more. To bring the partnership to life even further, Justworks and Noble People pursued digital and out of home placements, creator partnerships to highlight small business journeys leading up to the TCS New York City Marathon on November 1, and in-app run challenges with Strava. Media will run from October 26 through mid-November.

From October 27 - 30, Justworks is popping up in Vanderbilt Hall® at Grand Central Terminal in celebration of the 50th anniversary of the New York City Marathon’s 5-borough course with an interactive experience that allows visitors to explore all five boroughs along the marathon route. Justworks will represent Brooklyn’s vibrant small business community and unmatched spectator spirit within the activation, inviting visitors to create personalized cheer signs to inspire marathon runners.

On October 29, 30, and 31, runners picking up their race materials at the TCS New York City Marathon Expo Presented by New Balance can hit the Justworks booth for a craft experience with mini-runner-figurine building and personalized good luck charms.

And, on Sunday, November 1, Justworks is showing up at Mile 9 (Lafayette Ave and Grand Ave in Brooklyn) of the TCS New York City Marathon with a Cheer Zone to give runners, including Justworks customers, partners, and employees, a boost with a live MC, live music by the Brass Queens, and handmade signs. 

Christine Burke, New York Road Runners Chief Commercial Officer said:

“Every runner has a story about showing up when it’s hard, and so does every small business owner. We’re proud to have Justworks alongside us as the Official HR and Payroll Platform Sponsor of the TCS New York City Marathon as we celebrate the 50th anniversary of the five-borough course and the people who make this city, and its small businesses, run.”