Sponsorship

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

September 23, 2021

Lululemon becomes official outfitter for Team Canada in new eight-year deal

The Canadian Olympic Committee has signed a new deal with lululemon, as the Vancouver-based apparel brand best known for its stretchy pants has become the official outfitter for Team Canada’s Olympic and Paralympic teams. National Post

September 8, 2021

Sponsorship Pulled from Portland Marathon, Raising Questions About Fall Racing

Oregon Health and Sciences University did not directly discourage runners from participating in the mass event, but stated it was "doing everything" to avoid burdening overloaded hospitals. The Podium

July 21, 2021

Tech company TCS renews NYC Marathon rights and will spend $280 million on race sponsorships

TCS has retained New York City Marathon title rights and plans to spend up to $40 million annually until 2029 on global race sponsorships. The India-based firm also has become the new title sponsor of the London Marathon. CNBC

July 13, 2021

Marathons Are Back: Why Races Are Key for Brands Looking to Extend the COVID-19 Running Boom

With COVID-19 forcing people to find ways outside of the gym to stay fit, leading running brands have forged bonds with new runners and strengthened relationships with the experienced. As the world opens back up, the key to securing them all for the long haul might be in races. Footwear...

July 8, 2021

Olympics host city Tokyo bans spectators amid COVID-19 emergency

The Olympics will take place without spectators in host city Tokyo, organisers said on Thursday, as a resurgent coronavirus forced Japan to declare a state of emergency in the capital that will run throughout the Games. Organizers were still uncertain how much revenue would be lost due to the absence of spectators,...

June 24, 2021

Teenaged phenom Hobbs Kessler turns pro, signs with Adidas

Only 18, the American U20 1,500m record holder will still attend Northern Arizona University, but he won't compete as a collegiate athlete. Canadian Running American record holder Hobbs Kessler has announced that he is turning pro and signing with Adidas. The 18-year-old from Ann Arbor, Mich., has had an incredible season,...

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.