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.
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,...
July 14, 2025
Nike and Special Olympics Ink Three-Year Global Partnership
The Special Olympics and Nike announced a three-year global partnership, building on Nike’s support for the Oregon organization over the past two decades. Special Olympics Unified Champion Schools (UCS) will facilitate the agreement in four communities: Oregon, WA; Berlin, Germany; Johannesburg, South Africa; and Tokyo. Nike employees will volunteer in...
July 9, 2025
Norseman Xtreme Triathlon motors with Land Rover Defender
With limited spots available for the extreme triathlon in Norway, through a ballot system, the competition for entry to Norseman remains fierce, and many athletes have been applying to participate for over a decade. ENDURANCE.BIZ
July 8, 2025
Ineos have no bikes for 2026, and options are running out
Ineos may have a new jersey sponsor in TotalEnergies, but the team is currently without a bike sponsor for 2026. Multiple industry sources indicate that longstanding partner Pinarello is expected to exit after a 16-year relationship with the British team, marking the end of one of the longest-running bike deals...
June 26, 2025
Lance Armstrong’s sponsorship involvement with new American pro team currently not affected by lifetime ban from cycling
Lance Armstrong's apparent involvement with George Hincapie's Modern Adventure Pro Cycling team is currently outside of UCI jurisdiction meaning his lifetime ban from the sport is "not implicated" as things stand, the US anti-doping agency [USADA] has said. Cycling WEEKLY
June 25, 2025
Nike steps up cycling involvement with lifestyle apparel deal with Visma-Lease a Bike
Sportswear brand Nike will provide the Visma-Lease a Bike team with lifestyle apparel starting from the Tour de France, with WielerFlits revealing their involvement after spotting the Nike Swoosh logo on a team car at the Netherlands national championships. CYCLING NEWS
June 14, 2025
Why Cycling Sponsorship is So Hard
Peter Abraham, cycling and running entusiast and CMO of the Los Angeles Marathon, writes about the realities in sponsoring cycling events. His key takeaways: Cycling is an expensive sport. Gravel racing has not fully taken off yet. There’s currently no organized cycling development system in particular for women. There are...
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