Sponsorship

June 17, 2021

ZWIFT Signs on as Title Sponsor Tour de France Femmes

The women’s Tour de France is well and truly in the works, now with the backing of Zwift as their presenting partner. Zwift confirmed on Thursday that they will partner with the A.S.O. to create the Tour de France Femmes avec Zwift in 2022. Furthermore, the virtual platform has signed...

June 16, 2021

Behind Team Psycho’s Storied History of Supporting Olympic Dreams

You've probably never heard of Team Psycho, but you're definitely familiar with the long line of elite triathletes who've been supported by the Boston-based triathlon club. Triathlete

June 2, 2021

World Triathlon provides $100,000USD in athlete funds to support the road to Tokyo 2020

World Triathlon has approved a support fund of $100,000USD to provide financial assistance to those athletes from National Federations with the greatest needs in order to help them compete at Continental and World level over the Olympic and Paralympic Qualification Period. A total of 23 athletes and para athletes from...

April 30, 2021

ESW May 14, 2021 Weekly News Report

AWARDS USA Triathlon, Elk Grove Village Present 4 Star Endurance With Entrepreneur/Business Plan of the Year Award ESW USA Triathlon Announces Winners of 2020 Multisport Awards Presented by Wahoo Fitness ESW BUSINESS USA Cycling releases details of Inclusion Conference ESW TSG Consumer Partners to Sell Stake in Nuun to Nestlé Health Science Businesswire Credit Union Cherry Blossom...

April 20, 2021

Adidas To Sponsor Boston Marathon Through 2030

The Boston Athletic Association (B.A.A.) announced that the organization has extended its longstanding official sponsorship with Adidas through 2030. The announcement marks more than 40 years of partnership between the athletic organizations. SGB Media

April 13, 2021

New Balance To Sponsor Boston College

Boston College described the partnership as its “largest financial footwear and apparel agreement” in Boston College (BC) athletics history. New Balance secures the right to provide uniforms, apparel and footwear for 30 BC’s 31 varsity sports. SGB Media

March 22, 2021

New study calls on sports to end sponsorship deals with ‘high carbon polluters’

Report finds total of 258 sports partnerships with companies in high carbon industries. SportsPro

March 16, 2021

Athletes react to Nike pregnancy ad

While the ad is a step in the right direction for the company, many athletes, including Allyson Felix, Kara Goucher and Alysia Montaño, are criticizing Nike for not acknowledging their past treatment of pregnant female athletes. Canadian Running Magazine

March 1, 2021

NOBULL, CrossFit Ink Three-Year Games Title Sponsor, Apparel, Footwear Deal

After months-long speculation as to who would be the new title sponsor of the CrossFit Games, CrossFit announced a three-year minimum deal with NOBULL to be not only title sponsor of the Games but Official Footwear and Apparel Sponsor of CrossFit. Morning Chalk Up

February 10, 2021

If the Shoe (Contract) Fits: What’s Behind Pro Runner Sponsorship Shakeups.

Elite runners make most of their money by signing with shoe and apparel brands. Here’s why so many are changing allegiances this year. Women’s Running

January 4, 2021

The Best of the Best: Endurance Sportswire Announces Its Most Popular Press Releases and Industry News Items of 2020

San Diego, Calif. – As we embark upon 2021, Endurance Sportswire has put together a list of its most viewed press releases and industry news items over the past year. Congratulations go to iFit. Thanks to SEO and a great news topic, the company's press release was opened 4,021 times....

December 16, 2020

Zwift sponsors L39ION team to help drive diversity

To celebrate multi-year sponsorship, Zwift and L39ION will be hosting two social rides on December 22. Like L39ION, Zwift isn’t afraid to challenge the norm, promoting women’s cycling and offering complete gender parity for all. CyclingNews

November 9, 2020

New survey reveals 25 per cent of female professional riders earn zero salary

Wage disparity is growing between the highest and lowest paid riders, according to The Cyclists' Alliance annual survey. Read more on Cycling News.

October 5, 2020

A new book on Nike pulls no punches.

We're gonna check it out. According to Outside, 'Win at All Costs' is an indictment of more than just the Nike Oregon Project.

September 18, 2020

Wattie inks deal with California Triathlon as official apparel partner

California Triathlon has partnered with Wattie Ink, makers of endurance sports apparel, to outfit 5,000 California Triathlon members and the participants in the Cal Tri Events Race Series. Wattie Ink will supply the official California Triathlon race suits and custom branded triathlon apparel through the end of 2022. The deal...

August 27, 2020

UCLA Sues Under Armour For Ending $280 Million Sponsorship Deal

UCLA filed a lawsuit against Under Armour for ending the University’s $280 million sponsorship deal. The school is seeking more than $200 million in compensation, claiming that Under Armour is opportunistically using the global pandemic to try to walk away from a binding agreement it made in 2016 but no...

August 11, 2020

How the Pandemic Running Boom Affects Pro Athletes

Runners who are sponsored by smaller companies might be in a better position than those who are signed by major brands. For professional runners, the cancellation of big-ticket races signifies a loss in prospective appearance fees and prize money. Some athletes might also be contractually obligated to run a pre-set...

July 22, 2020

Runners face potential contract reductions for failing to race in 2020

While many runners are taking this season to explore some new running distances, only a few are completing three or more in a day. Educated members of the running community speculated that this unorthodox compilation of events and times is to fulfill athlete contracts, which can stipulate that runners must...

June 8, 2020

Reebok ends partnership with CrossFit after CEO’s comment on George Floyd

In addition to Reebok ending its partnership, other CrossFit affiliates such as CrossFit Magnus, Petworth Fitness, Rogue and NoBull announced that they would also be ending their affiliations with the company. Read more on CBS Sports.

May 20, 2020

Sponsorship news: USA Swimming signs with BIC

USA Swimming, the national governing body for the sport of swimming in the US, and BIC, a world leader in stationery, lighters and shavers, have announced a new partnership – naming BIC the official razor of USA Swimming through 2021. Read more on Endurance Business.

May 14, 2020

Under Armour delays athlete payments as Q1 revenue takes Covid-19 hit

US sportswear manufacturer Under Armour is renegotiating contracts with some of its athlete endorsers in an attempt to offset some of the financial impact of the coronavirus pandemic. Read more about how the sportswear brand is handling sponsorships on SportsPro.

May 13, 2020

Tracksmith wants to redefine running sponsorships

The company is upending the traditional athlete contract model, by hiring Mary Cain and Nick Willis as full-time employees. Read more on Outside.

May 5, 2020

Ironman Virtual Racing success creates value for sponsors

When the IRONMAN Group launched its Virtual Racing series at the beginning of April, the company sought to foster competition and community for the hundreds of thousands of IRONMAN athletes around the globe. In the weeks after the launch, the platform has proven to be not only a place for participants to stay connected...

April 1, 2020

Pro teams ask UCI for financial flexibility amid coronavirus shutdown

Professional teams across the peloton are battening down the hatches to try to weather the coronavirus shutdown, and they’re asking the UCI for help. Read more on VeloNews.

March 25, 2020

Tokyo 2020 sponsors will retain rights in 2021, says Bach

A number of the IOC’s TOP sponsorship contracts are set to expire at the end of 2020, including those with General Electric, Procter & Gamble and Dow, and their status had been thrown into doubt by the decision to delay the Games amid the ongoing coronavirus pandemic. However, Thomas Bach, president...