July 21, 2021

Tech company TCS renews NYC Marathon rights and will spend $280 million on race sponsorships

TCS has retained New York City Marathon title rights and plans to spend up to $40 million annually until 2029 on global race sponsorships. The India-based firm also has become the new title sponsor of the London Marathon. CNBC

July 13, 2021

Marathons Are Back: Why Races Are Key for Brands Looking to Extend the COVID-19 Running Boom

With COVID-19 forcing people to find ways outside of the gym to stay fit, leading running brands have forged bonds with new runners and strengthened relationships with the experienced. As the world opens back up, the key to securing them all for the long haul might be in races. Footwear...

July 8, 2021

Olympics host city Tokyo bans spectators amid COVID-19 emergency

The Olympics will take place without spectators in host city Tokyo, organisers said on Thursday, as a resurgent coronavirus forced Japan to declare a state of emergency in the capital that will run throughout the Games. Organizers were still uncertain how much revenue would be lost due to the absence of spectators,...

June 24, 2021

Teenaged phenom Hobbs Kessler turns pro, signs with Adidas

Only 18, the American U20 1,500m record holder will still attend Northern Arizona University, but he won't compete as a collegiate athlete. Canadian Running American record holder Hobbs Kessler has announced that he is turning pro and signing with Adidas. The 18-year-old from Ann Arbor, Mich., has had an incredible season,...

June 17, 2021

ZWIFT Signs on as Title Sponsor Tour de France Femmes

The women’s Tour de France is well and truly in the works, now with the backing of Zwift as their presenting partner. Zwift confirmed on Thursday that they will partner with the A.S.O. to create the Tour de France Femmes avec Zwift in 2022. Furthermore, the virtual platform has signed...

June 16, 2021

Behind Team Psycho’s Storied History of Supporting Olympic Dreams

You've probably never heard of Team Psycho, but you're definitely familiar with the long line of elite triathletes who've been supported by the Boston-based triathlon club. Triathlete

June 2, 2021

World Triathlon provides $100,000USD in athlete funds to support the road to Tokyo 2020

World Triathlon has approved a support fund of $100,000USD to provide financial assistance to those athletes from National Federations with the greatest needs in order to help them compete at Continental and World level over the Olympic and Paralympic Qualification Period. A total of 23 athletes and para athletes from...

April 30, 2021

ESW May 14, 2021 Weekly News Report

AWARDS USA Triathlon, Elk Grove Village Present 4 Star Endurance With Entrepreneur/Business Plan of the Year Award ESW USA Triathlon Announces Winners of 2020 Multisport Awards Presented by Wahoo Fitness ESW BUSINESS USA Cycling releases details of Inclusion Conference ESW TSG Consumer Partners to Sell Stake in Nuun to Nestlé Health Science Businesswire Credit Union Cherry Blossom...

April 20, 2021

Adidas To Sponsor Boston Marathon Through 2030

The Boston Athletic Association (B.A.A.) announced that the organization has extended its longstanding official sponsorship with Adidas through 2030. The announcement marks more than 40 years of partnership between the athletic organizations. SGB Media

April 13, 2021

New Balance To Sponsor Boston College

Boston College described the partnership as its “largest financial footwear and apparel agreement” in Boston College (BC) athletics history. New Balance secures the right to provide uniforms, apparel and footwear for 30 BC’s 31 varsity sports. SGB Media