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 16, 2024
USA Triathlon Cuts Funding to Elite National Team Athletes
USA Triathlon has withdrawn funding for its top-level professional athletes, only providing financial support to these athletes at the final two World Triathlon Championship Series events for 2024. According to sources close to the team, support had originally been planned to run through the six remaining World Cup level events...
June 11, 2024
How Olympic Contenders Can ‘Lose Money’ in Elite Running
In July 2022, Eric Holt finished fourth at the U.S. outdoor championships in the men’s 1,500 meters, just a fingernail short of the podium. In the two years since, he’s only gotten better. On Sunday in New York, he ran a lifetime best of 3:34.05, nearly beating ’22 world champion...
June 10, 2024
Saucony Signs Seven-Time USA Track and Field Champion Sam Chelanga
Saucony just bolstered its athlete roster with a seven-time USA Track and Field champion. On Monday, Saucony announced track and field star Sam Chelanga, 39, has signed a professional contract with the brand.Aside from being a seven-time USA Track and Field champion, Chelanga earned the silver medal at the 2023 Pan Am Games in the...
June 5, 2024
HOKA is Reimagining the NIL Relationship for Some of America’s Best Amateur Athletes
HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality for NIL that goes beyond one-and-done deals. Instead, it opens doors for future opportunities and maintains relationships with athletes for years to ensure their success. In December 2023, the company took a major step toward fulfilling...
March 25, 2024
2024 Could Be a Make-Or-Break Year for the Tour de France Femmes
If there’s one depressing fact I’ve learned in nearly two decades of covering women’s cycling, it’s that, sadly, there’s rarely a moment to rest on one’s laurels in this sport—and that’s particularly true for race organizers, and team owners. Just because a race does fantastically well one year in terms...
February 26, 2024
Noah Lyles signs record-setting contract with Adidas
The world 100m and 200m champion, Noah Lyles, has signed a record-setting deal with Adidas that will run through the L.A. 2028 Olympics. The exact dollar figures have not been disclosed, but it has been dubbed the richest contract in track and field since the retirement of Usain Bolt. Running Magazine
January 3, 2024
Red Bull acquires controlling stake in Bora-Hansgrohe
According to a notice published on Austria’s Federal Competition Authority, which was spotted by keen-eyed observers and posted on Twitter/X, Red Bull has acquired a 51 per cent stake in the German WorldTour cycling outfit. The notice, filed under the category of merger control and described as a “planned purchase...
January 3, 2024
Gwen Jorgensen announces new bike sponsor for 2024
We’re waiting on a number of bike sponsor announcements over the next little bit, but we can start 2024 off with the news that 2016 Olympic champion Gwen Jorgensen will be riding a Canyon as she looks to try and make the US Olympic team for Paris this summer. In...
December 12, 2023
Why Running Brands Are Signing College Athletes Who Can’t Race in Their Gear
It’s been a long time coming, but with an estimated 17 percent of all NCAA Division I athletes signing promotional deals to profit off their “name, image, and likeness” (NIL) in 2022, the era of stringently enforced amateurism in college sports seems to finally be over. To be fair, with...
November 27, 2023
Ally exceeds projected ad spend on women’s sports
Ally’s support for women’s sports has surpassed even its own expectations. Stephanie Marciano, head of sports and entertainment marketing for the financial firm, revealed that the company is now on track to spend 45% of its sports marketing budget this year on women’s sports. That exceeds the 40% that Ally had projected...