January 30, 2023

Brooks becomes parkrun’s global footwear partner in multi-year deal

Free, timed 5K international run series, parkrun, has announced a multi-year partnership with Brooks. With its global HQ in Seattle, USA, Brooks has become parkrun’s global footwear partner and the first presenting partner of parkrun USA, Netherlands and Germany. Endurance.biz

January 23, 2023

Here’s Why It Feels Like Every Elite Runner Is Changing Sponsors Right Now

After six years with Hoka, Tollefson, 37, the well-known elite American ultrarunner from Mammoth Lakes, California, signed a new multi-year sponsorship deal with Craft. It might seem like a curious move this time of the year, but, in reality, most athlete sponsorship contracts in running are one-year partnerships that end...

January 10, 2023

TIME Pedals partner with Trek-Segafredo

TIME Pedals have announced a new multi-year agreement, becoming the exclusive pedal supplier for Trek-Segafredo men’s and women’s WorldTour teams. The agreement, part of SRAM’s partnership with Trek, marks the return of the brand to the men’s WorldTour and the expansion of its pedals to now 3 women’s WorldTour teams,...

January 9, 2023

More Prize Money Is Flowing Into Trail Running. What Does That Mean for the Sport?

Run Rabbit Run is one of the rare American trail races that offers a relatively large prize purse, and for a decade, it’s been the largest in the sport. Hughes earned $15,000 for winning the women’s race and split another $5,000 with Arizona trail runner Peter Mortimer (who placed 12th...

December 29, 2022

World ultrarunning champion Camille Herron parts ways with Hoka

The women’s 100-mile world record holder, Camille Herron, announced on social media today that she is parting ways with her longtime sponsor, Hoka, and beginning a partnership with a major brand new to the ultra-trail community in 2023. Canadian Running

December 13, 2022

Eight things we learned about sports sponsorship and marketing in 2022

SportsPro features editor Sam Carp reflects on some of the stories and trends that have shaped 2022. ...It’s also a time for reflecting on the year gone by. So, in keeping with that festive spirit, I thought I’d turn my last newsletter of 2022 into a list of things we’ve...

December 12, 2022

Specialized ends contracts with dozens of paid ambassadors

Some of Specialized's longtime adventure athletes like Sarah Swallow and Ty Hathaway were let go last week; they say the brand is cutting the entire ambassador program. VeloNews

November 3, 2022

The U.S. Olympic and Paralympic Governing Body Getting Into NIL

On Wednesday, the organization announced it had launched a name, image, and likeness collective called “Watch Us Thrive.” It’s the first U.S. Olympic and Paralympic governing body to dive into NIL. The collective is “​​another aspect of USA Triathlon’s collective dedication to ensuring women’s triathlon as a NCAA Championship Sport...

October 31, 2022

British Cycling chief steps down three weeks after controversial Shell deal

Brian Facer has stepped down with immediate effect as chief executive of British Cycling, three weeks after the organisation announced a partnership with Shell UK that was fiercely criticised by environmental groups. In a statement released yesterdayon Monday, the national governing body for road and track cycling said the decision had been...

September 14, 2022

British cycling team suing bike sponsor Lapierre for over £100,000

British continental team Saint Piran are suing bike brand Lapierre’s UK representative, Raleigh, after they claim they were sent unsafe equipment with the team looking to recover costs of around £100,000... however in a confusing twist one of the team's sponsors, Tribute Cornish Pale Ale, is currently running a giveaway...

September 14, 2022

Can a State-Funded Pro Running Team Work? Jared Ward & Isaac Wood Are Hoping the Answer is Yes

When it comes to distance talent, Utah is a state that punches above its weight. Starting with Clayton Young‘s win in the NCAA 10,000 meters in June 2019, five native Utahns have combined to win eight NCAA individual distance titles in a little over three years, all for BYU — Young,...

September 14, 2022

Winnebago Partners with Ironman Triathlete Champ Sanders

Winnebago, the flagship brand in outdoor lifestyle product manufacturer Winnebago Industries, Inc., announced today its partnership with Ironman triathlete champion Lionel Sanders. As part of the partnership, Sanders will use a Winnebago Revel as a homebase for training and relaxing in between competitions. RV Business

September 13, 2022

Giant Houses, Private Chefs, and Pro Connections: Inside the Amateurpros of the Zwift Academy

Free gear, training camps, and an "idealized pro experience" - but for age-group triathletes. What exactly comes with a slot in the Zwift Academy, and how does the whole deal work? Triathlete

September 8, 2022

Boston Marathon principal sponsor John Hancock not renewing deal after 2023

Insurance firm John Hancock has confirmed it will not be renewing its principal sponsorship agreement with the Boston Athletic Association (BAA) for the Boston Marathon. The Boston-based company has been an official partner of the race since 1986, with the 37-year-old deal now set to expire after the 2023 marathon....

May 27, 2022

Sponsors Cut Ties with Colin Strickland Following Death of Moriah Wilson

Pro cyclist Colin Strickland has lost multiple sponsors amid the Moriah Wilson murder investigation. Strickland became a central figure in the case after police accused his girlfriend and business partner, Kaitlin Armstrong, of shooting and killing Wilson in Austin, Texas, on May 11. Strickland told police that he and Wilson had pursued a romantic...

April 28, 2022

How Super Shoes are Upending Running’s Sponsorship Model

Last week’s Boston Marathon sparked yet another debate about shoe tech in professional running. This time, the question wasn’t whether super shoes were undermining cherished notions of competitive fairness, but whether pro runners are being forced to choose between getting the best possible sponsorship deal and maximizing their chances of...

April 8, 2022

NN Extends Running Team Sponsorship For Three Years

Dutch financial services company NN Group has extended their title sponsorship of the NN Running Team, the company reported today.  Along with Nike, NN has sponsored what is the best commercial running team in the world which features Olympic and World Championships medalists like Eliud Kipchoge, Geoffrey Kamworor, Kenenisa Bekele,...

February 22, 2022

UCI turns from Red Bull to Discovery Sports for Mountain Bike World Cup

The familiar go to for Mountain Bike World Cup coverage, Red Bull, looks set to change from 2023, with the Union Cycliste Internationale (UCI) announcing that it had entered into exclusive negotiations with Discovery Sports for the organisation and promotion of the series. The races will remain with Red Bull...

February 2, 2022

Walmart named title sponsor of 2022 Joe Martin Stage Race

The northwest Arkansas Joe Martin Stage Race celebrates its 45th anniversary and is on the calendar for May 19-22. Walmart has signed on as title sponsor for the 2022 edition. VeloNews  

January 28, 2022

Here’s How Much Olympic Athletes Can Earn for Winning Medals, Sponsorship and More

More than half of U.S. Olympic hopefuls, or 59%, reported making less than $25,000 during the year of their respective Olympics, according to a COVID-19 impact survey distributed to 4,400 athletes by the United States Olympic & Paralympic Committee (USOPC). A total of 643 Olympic athletes and 94 Paralympic athletes...

January 6, 2022

Cam Levins is leaving Hoka

After spending three and a half years with Hoka, the Canadian marathon record holder Cam Levins announced on his Instagram that he has left the brand. Canadian Running

December 28, 2021

On launches new Kenya-based trail running team

Swiss running company On has tapped into a new market with the launch of The Milimani Runners, an elite trail running team based out of Iten, Kenya. Kenyan runners are among the elites at most major international road races, but the story isn’t the same at trail races. Trail running...

November 30, 2021

Kilian Jornet Leaves Salomon After 15 Years to Start New Project

World-renowned mountain athlete Kilian Jornet announced today that he will part ways with Salomon, his sponsor of over 15 years, at the end of 2021. Jornet is considered one of the greatest trail runners of all time and has had success at all distances and terrain, from skyrunning-style events to...

October 20, 2021

New Balance Establishes Athlete Advisory Board

New Balance announced the establishment of the New Balance Athlete Advisory Board, a specialized collective of professional athletes, company executives and brand associates “that will enable strategic decisions powered by shared values, culture and community.” The new structure reflects a shift in its athlete endorsement deals toward a partnership model...

October 1, 2021

Sponsors investigating Black Cyclists Network over bullying allegations against founder

Following allegations of bullying and harassment by a member of the Black Cyclists Network, sponsors have taken action to distance themselves from the grassroots organisation while the claims are investigated. Cycling Weekly