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.
February 26, 2024
Noah Lyles signs record-setting contract with Adidas
The world 100m and 200m champion, Noah Lyles, has signed a record-setting deal with Adidas that will run through the L.A. 2028 Olympics. The exact dollar figures have not been disclosed, but it has been dubbed the richest contract in track and field since the retirement of Usain Bolt. Running Magazine
January 3, 2024
Red Bull acquires controlling stake in Bora-Hansgrohe
According to a notice published on Austria’s Federal Competition Authority, which was spotted by keen-eyed observers and posted on Twitter/X, Red Bull has acquired a 51 per cent stake in the German WorldTour cycling outfit. The notice, filed under the category of merger control and described as a “planned purchase...
January 3, 2024
Gwen Jorgensen announces new bike sponsor for 2024
We’re waiting on a number of bike sponsor announcements over the next little bit, but we can start 2024 off with the news that 2016 Olympic champion Gwen Jorgensen will be riding a Canyon as she looks to try and make the US Olympic team for Paris this summer. In...
December 12, 2023
Why Running Brands Are Signing College Athletes Who Can’t Race in Their Gear
It’s been a long time coming, but with an estimated 17 percent of all NCAA Division I athletes signing promotional deals to profit off their “name, image, and likeness” (NIL) in 2022, the era of stringently enforced amateurism in college sports seems to finally be over. To be fair, with...
November 27, 2023
Ally exceeds projected ad spend on women’s sports
Ally’s support for women’s sports has surpassed even its own expectations. Stephanie Marciano, head of sports and entertainment marketing for the financial firm, revealed that the company is now on track to spend 45% of its sports marketing budget this year on women’s sports. That exceeds the 40% that Ally had projected...
October 18, 2023
Human Powered Health set to grow women’s team in ‘scope, size, capability’ for 2024
Following the demise of its men’s team, Human Powered Health is going all in on its women’s squad for 2024. Over the summer, the U.S.-registered squad looked destined to be demoted from the Women’s WorldTour at the end of the season, but some changes in the top tier gave the...
October 10, 2023
Life Time Taps WellnessSpace Brands as Personal Training Recovery Partner
Life Time has leaned further into its wellness and recovery ambitions by partnering with WellnessSpace Brands, formerly HydroMassage. The deal introduces Life Time Dynamic Personal Training members to WellnessSpace Brands’ recovery and relaxation products such as its HydroMassage heated massage lounge recovery chairs and CryoLounge+ recovery chairs with cold and heat features....
September 28, 2023
Amazon to sponsor new-look Jumbo-Visma
Multi-national technology company Amazon will step in as a new sponsor for Jumbo-Visma. Amazon is expected to put in approximately €15 million, helping to fill a budget gap of roughly €25 million left by the departure of grocery chain Jumbo. Part of the remaining €10 million could come from the...
June 23, 2023
Tour de France to reach new audiences with TikTok
TikTok, the popular platform for short-form mobile videos, is joining the Tour de France and Tour de France Femmes avec Zwift as an Official Provider. The partnership will aim to boost the exposure of cycling and its top riders to a broader audience. Endurance.biz
June 13, 2023
Specialized Drops $3,800 Turbo Levo SL 24″ Kid’s E-Bike
The new Specialized Turbo Levo SL Kids gives a whole new avenue for fun on the trails (or the ability to keep up with adults). It’s 36.6 lbs of a legit e-bike equipped with the same internals as the adult Levo SL. Bike Rumor