Asia's biggest marathon, the Tata Mumbai Marathon with 55,000 runners, 7 different categories captured the spirit of Mumbai. The running revolution comes with a price tag. In this episode ET's Arijit Barman talks to Vivek Singh, Joint Managing Director of Procam International, the man who has been jointly running the show with his brother Anil since the inception of the race in 2003-04. Today Procam is behind all the major marathons in India -- including New Delhi, Bangalore & Kolkata. Vivek shares what goes behind the scenes and what it costs to organise such mega events. Also in the episode, Mathew Cyriac, Executive Chairman Florintree & former co-head, Blackstone India, on why has backed Procam, the only external investor thus far to do so and Neil Chakravarti, director at Initium Productions and Strategic Advisor to Procam -- the man behind the broadcasting of Mumbai marathon who talks about the logistics and the scope of making a participation sport a game changer in India, through monetisation across linear TV and in the metaverse. Its a relay of of the cost of running on the Business of Sports. See omnystudio.com/listener for privacy information.