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.
April 21, 2026
Why Apple Is Betting Big on the London Marathon, Running Events
Apple is making a bigger push into the global running conversation through a new partnership with the TCS London Marathon, bringing the Apple Watch to the heart of one of the world’s most visible participation sports as marathon culture continues to grow. London Marathon Events announced in March that Apple...
March 24, 2026
American marathoner says brand dropped her because she’s pregnant
For the first time in four years, American marathonerEmma Bates will not run the Boston Marathon. The 33-year-old, who has twice finished as the top American woman in the field, is stepping away from racing to start a family. But according to Bates, that decision has already cost her a sponsorship....
January 12, 2026
Two new Chinese bike computer brands have entered the WorldTour for 2026
Chinese cycling tech brand Magene has announced a new partnership with XDS Astana Team. This new partnership will see the team use Magene bike computers this season, moving away from the Garmin models they used previously. The squad will also use the company's smart trainers, radar tail lights, and heart rate monitors....
January 6, 2026
ASSOS named official technical apparel partner of EF Pro Cycling
EF Pro Cycling has entered a new era by announcing ASSOS of Switzerland as its official technical apparel partner, effective from 1 January 2026. The multi–year agreement covers the men’s (EF Education–EasyPost), women’s (EF Education–Oatly), and development (EF Education–Aevolo) squads. The partnership marks a strategic shift for the American team as they...
January 5, 2026
Skyrocketing budgets: The financial divide in pro cycling
Money talks–especially in sports. As budgets and star salaries in the pro peloton continue to rise, critics say that makes competition less equal and the sport harder to access for smaller teams. Recently, there have been some interesting reports on the financial state of affairs in cycling, which point to...
November 13, 2025
The long game: Why Athletic Brewing is doubling down on endurance sponsorships
If a product is good enough for the athletes who compete in Ironman races—grueling, 140.6-mile triathlons that take place around the world—then it’s probably good enough for just about anyone. That’s the message that the marketing team at Athletic Brewing, the non-alcoholic beer company that has been an official Ironman...
November 13, 2025
Peloton Hits the Fast Lane as Official Fitness Partner of the FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX 2025
Peloton Interactive, Inc. (NASDAQ: PTON), a world leader in connected fitness and wellness, and the Formula 1 Las Vegas Grand Prix announced today their upcoming collaboration at this month’s event designed to bring a suite of fitness experiences throughout race weekend and beyond. businesswire
November 12, 2025
Saucony® Renews Contract with Marathon Standout Julia Paternain
Renewed a multi-year partnership with elite marathoner Julia Paternain on Nov 12, 2025, extending a relationship first announced in March 2025. The agreement continues Saucony's support for Paternain's training, competition, brand storytelling, and community initiatives. STOCK TITAN
November 12, 2025
Premier Tech Pulls Plug on Israel–Premier Tech Sponsorship Ahead of Team Rebrand
In a move that’s sent shockwaves through the WorldTour, Premier Tech has officially stepped away from its co-title sponsorship of Israel–Premier Tech, cutting ties just weeks before the team’s planned 2026 rebrand. As reported weeks ago, the Israel–Premier Tech team was given a firm ultimatum by their bike sponsor, Factor,...
October 29, 2025
The Most Important New Signings for 2026 Are Not Only Riders
Multi-million-dollar sponsors, Tour de France-winning bike brands, and Olympic gold-winning coaches are trading teams or parachuting into the peloton for the first time in 2026. And just you wait, they’ll shake up the hierarchy just as much as the mega-transfers of Remco Evenepoel, Juan Ayuso, Olav Kooij, or any other...
