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June 8, 2020
Reebok ends partnership with CrossFit after CEO’s comment on George Floyd
In addition to Reebok ending its partnership, other CrossFit affiliates such as CrossFit Magnus, Petworth Fitness, Rogue and NoBull announced that they would also be ending their affiliations with the company. Read more on CBS Sports.
May 20, 2020
Sponsorship news: USA Swimming signs with BIC
USA Swimming, the national governing body for the sport of swimming in the US, and BIC, a world leader in stationery, lighters and shavers, have announced a new partnership – naming BIC the official razor of USA Swimming through 2021. Read more on Endurance Business.
May 14, 2020
Under Armour delays athlete payments as Q1 revenue takes Covid-19 hit
US sportswear manufacturer Under Armour is renegotiating contracts with some of its athlete endorsers in an attempt to offset some of the financial impact of the coronavirus pandemic. Read more about how the sportswear brand is handling sponsorships on SportsPro.
May 13, 2020
Tracksmith wants to redefine running sponsorships
The company is upending the traditional athlete contract model, by hiring Mary Cain and Nick Willis as full-time employees. Read more on Outside.
May 5, 2020
Ironman Virtual Racing success creates value for sponsors
When the IRONMAN Group launched its Virtual Racing series at the beginning of April, the company sought to foster competition and community for the hundreds of thousands of IRONMAN athletes around the globe. In the weeks after the launch, the platform has proven to be not only a place for participants to stay connected...
April 1, 2020
Pro teams ask UCI for financial flexibility amid coronavirus shutdown
Professional teams across the peloton are battening down the hatches to try to weather the coronavirus shutdown, and they’re asking the UCI for help. Read more on VeloNews.
March 25, 2020
Tokyo 2020 sponsors will retain rights in 2021, says Bach
A number of the IOC’s TOP sponsorship contracts are set to expire at the end of 2020, including those with General Electric, Procter & Gamble and Dow, and their status had been thrown into doubt by the decision to delay the Games amid the ongoing coronavirus pandemic. However, Thomas Bach, president...
February 25, 2020
Britain’s cycling team to lose top sponsor after Tokyo Games
The governing body of British cycling will lose its main sponsor after the Tokyo Olympics, potentially harming the long-term strength of the country’s top-performing sport at recent games. HSBC has decided to exercise a break clause midway through the eight-year partnership. Read more on the Associated Press.
February 10, 2020
Why Altra signing two pregnant runners is a big deal
Last week, the shoe company announced that it will sponsor runners Alysia Montaño and Tina Muir. Montaño is a U.S. national champion and an Olympian in the 800 meters, and Muir is a 2:36 British marathoner and host of the podcast Running for Real. While Altra’s move is surprising, it fits into a larger...
