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 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
May 3, 2023
F1’s Alfa Romeo Team KICK partners with FNLD GRVL for inaugural gravel race
Alfa Romeo Racing F1 driver Valtteri Bottas told VeloNews 202 that after riding SBT GRVL in 2021, he might like to add a new job description to his job profile: gravel race promoter. After announcing the launch of FNLD GRVL a year ago, Bottas is now truly merging his car racing...
April 4, 2023
UCI really doesn’t like OnlyFans sponsoring Lewis Buchanan
When Lewis Buchanan announced his new sponsorship for 2023, it quickly made waves on the internet. Which is exactly what it was supposed to do, of course. Now, it looks like the enduro racer’s sponsorship is attracting the wrong kind of attention. The notoriously stuffy Union Cycliste Internationale (UCI) notified...
March 27, 2023
Bank of America signs on as new Boston Marathon sponsor
The Boston Marathon has agreed to a 10-year sponsorship deal with Bank of America that organizers hope will allow the world’s oldest and most prestigious annual 26.2-mile road race to grow over the next decade while maintaining its historic character. Financial terms of the deal announced Monday were not disclosed....
March 9, 2023
Women’s Tour announces 2023 route with ‘urgent’ call for sponsors
Women’s Tour organiser SweetSpot has stated that the race is in "urgent" need of additional commercial income for the 2023 edition. The revelation came as the route of this year’s event was announced on Thursday. After featuring six stages in recent years, the Women's Tour returns to a five-day format...
March 8, 2023
Milk Aims to Sponsor Every Woman Running a Marathon This Year
A powerful, experiential initiative, 26.2 is not only a commitment to sponsor this year's female marathon runners but an effort to generate awareness for the many gender inequalities in sport. As part of the campaign, Milk is launching the Every Women Sponsored Fund in a continued partnership with Girls on...