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.
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...
October 20, 2025
Rapha Clothes USA Cycling, Sets Stage For Profit Again Amidst Ongoing Financial Reset
There are two big bits of Rapha news officially out that have been circling in the rumor mill for the past week – Rapha will outfit USA Cycling from 2026 through the end of 2029, and Rapha’s latest annual financial statement again showed big losses. The first is really interesting...
October 15, 2025
M&M’s Kicks Off a Sweet New Era With Major Three-Year Partnership
M&M’S® has announced a new collaboration that will be in place for the next three years. On October 14, Mars revealed via a press release that the brand will be the “official supplier” for both the Tour de France as well as the Tour de France Femmes with Zwift. The Chief Executive...
October 8, 2025
Athlos NYC track meet hits grand slam with new payment sponsor
Heading into its second year, the women-only track meet Athlos has secured a major sponsor to ensure athletes get paid—fast. On Thursday, co-founder Alexis Ohanian announced that Cash App will be the official payments sponsor, promising what he calls “a faster future.” Last year’s payouts took three business days, which Ohanian says wasn’t good...
October 7, 2025
End of an Era: Rapha & EF Pro Cycling Call it Quits After Seven Years of Style & Disruption
The most recognizable kit in the peloton is about to ride into the sunset. Rapha and EF Pro Cycling have announced that 2025 will mark the final year of their seven-year partnership, one that didn’t just outfit a team, but reshaped what pro cycling could look like. From the iconic...
September 16, 2025
CUBE expands partnership with Continental for 2026 lineup
CUBE has expanded its partnership with Continental to fit its 2026 models with Continental’s premium performance tyres. The collaboration also extends beyond mountain bikes into the gravel segment. CYCLING INDUSTRY NEWS
