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.
May 28, 2025
Why one company went all in on marathons
Tata Consultancy Services (TCS), a B2B tech services company, currently has 14 active marathon partnerships, including sponsorships with five of the seven World Marathon Majors. MARKETING BREW
April 4, 2025
London Marathon prepares for 2025 with HubSport, Shokz partnerships
The annual London Marathon has secured its latest commercial partner, with HubSpot being revealed as the event’s official customer platform in a multi-year deal. The AI-powered software company will use its marketing, sales, and customer service platform to enhance the London Marathon’s digital presence. SportCal
March 6, 2025
Running influencers are promoting Advil, but at what cost?
The popular painkiller Advil has been increasingly targeting the running community, partnering with influencers to promote ibuprofen as a post-workout essential. Running Magazine
February 26, 2025
How Pro Triathletes Make Money: A Deep Dive Into Sponsorship
Can you make a living from endorsements in professional triathlon? Is sharp social media worth more than a podium performance? Will athletes peddle any product that pays? Should you have an agent? And are negotiations really just a game of bluff and counter bluff? Tim Heming speaks to athletes, agents,...
January 8, 2025
Nike Teams up with Demi Vollering and FDJ-Suez for Its First Pro Cycling Team Partnership
The budding FDJ-Suez “super team” of Demi Vollering and now also Specialized confirmed Nike as its “official lifestyle apparel supplier” from 2025 onward. Velo
November 15, 2024
12 new riders, new bikes and now a new name – Changes keep coming at Astana Qazaqstan after Chinese investment
With Chinese carbon product manufacturer XDS Carbon-Tech on board as a sponsor for 2025, Astana Qazaqstan will have new bikes, several new riders and a new name for the coming season - XdS (Carbon-Tech) - Astana Qazaqstan, La Gazzetta dello Sport reports. Cycling News
October 17, 2024
British professional team glued fake UCI compliance stickers to bikes purchased from China
British Continental team Saint Piran broke UCI rules by applying frameset approval stickers to bikes that had not been formally approved. The team, run by Richard Pascoe, began using unbranded bikes imported from China during the 2022 season after a sponsorship deal with Lapierre collapsed. UK's highest profile men's team also alleged...
October 16, 2024
Rival logos go missing in photos of Nike-sponsored Melbourne Marathon festival
The Nike-sponsored Melbourne Marathon festival has apologised for posting an edited image of a winning runner with the logo of a sports apparel rival obscured. The image depicted Leanne Pompeani with her arms outstretched after she won the half-marathon but the Asics logo on her running singlet was rubbed out. Images on...
October 15, 2024
Brooks Taps Into the Magic of Disney With New Race Sponsorship and Shoe Deal
The running brand announced Tuesday that it is the official running shoe of the runDisney race series, with the partnership starting in 2025. This collaboration, Brooks explained, was formed via a “shared belief that running can create powerful emotion, camaraderie and connection.” FootWear News
October 1, 2024
Japanese sponsors Toyota, Bridgestone and Panasonic end Olympic contracts
TOKYO (AP) — The International Olympic Committee’s three major Japanese sponsors — Toyota, Panasonic and Bridgestone — are terminating their contracts. This leaves the IOC without a Japanese sponsor with the focus now expected to shift to the Middle East and India for new sponsorship income. AP News