
Toby’s Estate is building a Sydney marathon team made entirely of Tobys. Yes, really.
The specialty coffee brand has been named Official Coffee Partner of the TCS Sydney Marathon presented by ASICS and is celebrating with Team Toby, a national callout for runners named Toby, Tobi, Tobias or anything close enough to make their mates yell “Toby!” across a café.
Selected runners will represent Toby’s Estate on race day at the 2026 TCS Sydney Marathon on August 30, but this is not just a novelty bib moment.
Each Team Toby runner will receive a sponsorship pack valued at more than $4,000, covering the kind of support that makes marathon training feel slightly less unhinged.
The pack includes a $2,000 Luxury Escapes voucher, a $1,000 Visa gift card, BleeqUp Ranger AI Sports Camera Glasses, a year’s supply of Toby’s Estate coffee and a limited-edition Fractel x Toby’s Estate running kit with a singlet, cap and socks.
Toby’s Estate will also cover the selected runners’ marathon entry fees.
Toby’s Estate Marketing Manager Bridget Taylor said: “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.”
The callout is open to runners named Toby, Tobi, Tobias or any variation of the name, as long as they are already entered in the 2026 TCS Sydney Marathon.
Taylor added: “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.”
The campaign lands as Sydney prepares for its biggest marathon yet. The 2026 ballot attracted more than 123,000 entries, a 56 per cent increase on 2025, with an anticipated 40,000 runners expected to take part.
That comes off the back of a record-breaking 32,963 finishers in 2025, as the TCS Sydney Marathon continues to cement its place as one of the newest members of the Abbott World Marathon Majors.
TCS Sydney Marathon Commercial Director Kent Lunney said: “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.”
Selected Team Toby members will be announced in late July and will represent Toby’s Estate on race day.
Runners can apply at wherestoby.com.au, with entries closing on July 19.
Source: Bestkept
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