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.
October 17, 2024
British professional team glued fake UCI compliance stickers to bikes purchased from China
British Continental team Saint Piran broke UCI rules by applying frameset approval stickers to bikes that had not been formally approved. The team, run by Richard Pascoe, began using unbranded bikes imported from China during the 2022 season after a sponsorship deal with Lapierre collapsed. UK's highest profile men's team also alleged...
October 16, 2024
Rival logos go missing in photos of Nike-sponsored Melbourne Marathon festival
The Nike-sponsored Melbourne Marathon festival has apologised for posting an edited image of a winning runner with the logo of a sports apparel rival obscured. The image depicted Leanne Pompeani with her arms outstretched after she won the half-marathon but the Asics logo on her running singlet was rubbed out. Images on...
October 15, 2024
Brooks Taps Into the Magic of Disney With New Race Sponsorship and Shoe Deal
The running brand announced Tuesday that it is the official running shoe of the runDisney race series, with the partnership starting in 2025. This collaboration, Brooks explained, was formed via a “shared belief that running can create powerful emotion, camaraderie and connection.” FootWear News
October 1, 2024
Japanese sponsors Toyota, Bridgestone and Panasonic end Olympic contracts
TOKYO (AP) — The International Olympic Committee’s three major Japanese sponsors — Toyota, Panasonic and Bridgestone — are terminating their contracts. This leaves the IOC without a Japanese sponsor with the focus now expected to shift to the Middle East and India for new sponsorship income. AP News
September 26, 2024
Lululemon ends partnership with ultrarunner Camille Herron
Canadian athleisure brand Lululemon has ended its partnership with American ultrarunner Camille Herron after she and her husband, Conor Holt, were implicated in a Wikipedia editing scandal. On Monday, we reported on the couple’s history of making pro-Herron edits to her Wikipedia page while editing the pages of other ultrarunners (including Courtney Dauwalter and Kilian Jornet) to remove or...
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USA Triathlon has withdrawn funding for its top-level professional athletes, only providing financial support to these athletes at the final two World Triathlon Championship Series events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...