SPONSORSHIP NEWS
Want to stay up to date on the latest press releases and news about sponsorships in the running, cycling and triathlon industries? Scroll below to view all endurance sports sponsorship news.
October 29, 2025
The Most Important New Signings for 2026 Are Not Only Riders
Multi-million-dollar sponsors, Tour de France-winning bike brands, and Olympic gold-winning coaches are trading teams or parachuting into the peloton for the first time in 2026. And just you wait, they’ll shake up the hierarchy just as much as the mega-transfers of Remco Evenepoel, Juan Ayuso, Olav Kooij, or any other...
October 20, 2025
Rapha Clothes USA Cycling, Sets Stage For Profit Again Amidst Ongoing Financial Reset
There are two big bits of Rapha news officially out that have been circling in the rumor mill for the past week – Rapha will outfit USA Cycling from 2026 through the end of 2029, and Rapha’s latest annual financial statement again showed big losses. The first is really interesting...
October 15, 2025
M&M’s Kicks Off a Sweet New Era With Major Three-Year Partnership
M&M’S® has announced a new collaboration that will be in place for the next three years. On October 14, Mars revealed via a press release that the brand will be the “official supplier” for both the Tour de France as well as the Tour de France Femmes with Zwift. The Chief Executive...
October 8, 2025
Athlos NYC track meet hits grand slam with new payment sponsor
Heading into its second year, the women-only track meet Athlos has secured a major sponsor to ensure athletes get paid—fast. On Thursday, co-founder Alexis Ohanian announced that Cash App will be the official payments sponsor, promising what he calls “a faster future.” Last year’s payouts took three business days, which Ohanian says wasn’t good...
October 7, 2025
End of an Era: Rapha & EF Pro Cycling Call it Quits After Seven Years of Style & Disruption
The most recognizable kit in the peloton is about to ride into the sunset. Rapha and EF Pro Cycling have announced that 2025 will mark the final year of their seven-year partnership, one that didn’t just outfit a team, but reshaped what pro cycling could look like. From the iconic...
September 16, 2025
CUBE expands partnership with Continental for 2026 lineup
CUBE has expanded its partnership with Continental to fit its 2026 models with Continental’s premium performance tyres. The collaboration also extends beyond mountain bikes into the gravel segment. CYCLING INDUSTRY NEWS
September 13, 2025
Top sponsor could be kept out of LA28
Alibaba's partnership with the International Olympic Committee has once again come into question, this time with the US Select Committee on the Chinese Communist Party, which sent a letter of concern to the nation's Homeland Security Secretary Kristi Noem about the tech giant's role in the Games. ITG
August 25, 2025
16-year-old American 800m phenom turns pro, signing with Nike
Cooper Lutkenhaus, a 16-year-old 800m runner set to become the youngest American to compete at a World Track and Field Championships, is now the youngest U.S. track star in recent history to turn professional. Lutkenhaus, who is starting his junior year of Northwest High School outside of Dallas, is forgoing his...
August 15, 2025
Michael Johnson & Grand Slam Track admit they’re “struggling” to pay athletes – 2026 won’t happen unless they do
Grand Slam Track CEO Michael Johnson admitted Friday that the league cannot currently pay its athletes for the 2025 season, and will not hold a 2026 season until those debts are cleared. LETSRUN.COM
August 11, 2025
USA Cycling and Vittoria Tires Extend Partnership Through 2028
USA Cycling is proud to announce the extension of its partnership with Vittoria Tires, which will remain the Official Tire of the USA Cycling National Team through 2028. This continued collaboration supports the team’s pursuit of the podium on the international stage. As one of the world’s premier tire manufacturers,...
