London Marathon becomes first major to leave social media platform X (Twitter)

If you’re looking for updates from the London Marathon’s official account on X (formerly Twitter) this Sunday, you might be out of luck. Race director Hugh Brasher said Thursday that the organization has stopped using the platform, citing “its decline as a positive and rational space.”

The official X account (@LondonMarathon), which boasts 191,000 followers, last posted on Jan. 17, announcing Eliud Kipchoge’s addition to the 2025 men’s field. It’s unlikely the X account will be active on Sunday, as 56,000 runners take on the third Abbott World Marathon Major of the year.

At a pre-race press conference in London, Brasher explained the decision to leave X, saying, “There are some social media channels that are particularly vitriolic and are descending into a gutter. The channel was ceasing to be a rational conversation. It was ceasing to be a positive place.”

Brasher highlighted the abuse prevalent on the platform, referencing British distance runner and 10,000m record holder Eilish McColgan. McColgan, who is set to compete in her first London Marathon on Sunday, faced “demeaning and abusive” body-shaming on social media in March, according to her mother and coach, Liz McColgan. Brasher described the abuse as “abhorrent” and cited it as a key reason for the marathon’s departure from X.

X, formerly known as Twitter, was acquired by South African billionaire Elon Musk in 2022. Since then, Musk has been associated with amplifying right-wing views and publicly supporting U.S. President Donald Trump.

Brasher, who has served as race director since 2012, has deep ties to the London Marathon from his father, Chris, who co-founded the event with John Disley in 1981. Reflecting, Brasher said, “One of the aims of my father and John was to show that, on occasion, the family of humankind could be joyous together and celebrate together. That’s what the London Marathon is about. It is a force for good, and we didn’t feel that channel shared those values.”

This year’s London Marathon, set for April 27, is poised to make history, with over 56,000 participants expected to toe the start line. The event aims to surpass last year’s record of 53,790 finishers.