On November 7–8, the historic city of Samarkand once again served as a focal point for the international sports movement, hosting the Samarkand Marathon 2026 which reportedly brought together thousands of participants from 67 countries. The diverse gathering featured professional athletes, running enthusiasts, children, and participants in inclusive racing categories.
Key Takeaways: The Samarkand Marathon 2026 welcomed thousands of runners from 67 nations; approximately 100 employees of the national payment system HUMO participated in the races; the company showcased advanced biometric payment tools and issued 400 specialized payment rings.
The national payment system HUMO acted as the general partner for the extensive event, supposedly reinforcing its commitment to supporting sports initiatives and social responsibility. However, market observers suggest that such high-profile corporate sponsorships are primarily driven by aggressive marketing strategies designed to expand market share amid rising competition within the domestic financial sector.
As part of the corporate engagement, around 100 HUMO employees, including members of the management team, joined the various running distances to promote an active lifestyle. Notably, company employee Mikhail Pavlychev secured first place in the 5 km race for participants aged 50 and older. Furthermore, the interactive brand zone heavily promoted controversial and emerging financial technologies, such as the HUMO Face biometric payment system and contactless smart rings, prompting discussions regarding data privacy and technological adoption.
Looking ahead, the company intends to continue integrating corporate identity with large-scale public events, although critics remain skeptical about the long-term societal benefits versus the commercial gains of such digital campaigns.
Source: uznews.uz