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.
January 28, 2022
Here’s How Much Olympic Athletes Can Earn for Winning Medals, Sponsorship and More
More than half of U.S. Olympic hopefuls, or 59%, reported making less than $25,000 during the year of their respective Olympics, according to a COVID-19 impact survey distributed to 4,400 athletes by the United States Olympic & Paralympic Committee (USOPC). A total of 643 Olympic athletes and 94 Paralympic athletes...
January 6, 2022
Cam Levins is leaving Hoka
After spending three and a half years with Hoka, the Canadian marathon record holder Cam Levins announced on his Instagram that he has left the brand. Canadian Running
December 28, 2021
On launches new Kenya-based trail running team
Swiss running company On has tapped into a new market with the launch of The Milimani Runners, an elite trail running team based out of Iten, Kenya. Kenyan runners are among the elites at most major international road races, but the story isn’t the same at trail races. Trail running...
November 30, 2021
Kilian Jornet Leaves Salomon After 15 Years to Start New Project
World-renowned mountain athlete Kilian Jornet announced today that he will part ways with Salomon, his sponsor of over 15 years, at the end of 2021. Jornet is considered one of the greatest trail runners of all time and has had success at all distances and terrain, from skyrunning-style events to...
October 20, 2021
New Balance Establishes Athlete Advisory Board
New Balance announced the establishment of the New Balance Athlete Advisory Board, a specialized collective of professional athletes, company executives and brand associates “that will enable strategic decisions powered by shared values, culture and community.” The new structure reflects a shift in its athlete endorsement deals toward a partnership model...
October 1, 2021
Sponsors investigating Black Cyclists Network over bullying allegations against founder
Following allegations of bullying and harassment by a member of the Black Cyclists Network, sponsors have taken action to distance themselves from the grassroots organisation while the claims are investigated. Cycling Weekly
September 23, 2021
Lululemon becomes official outfitter for Team Canada in new eight-year deal
The Canadian Olympic Committee has signed a new deal with lululemon, as the Vancouver-based apparel brand best known for its stretchy pants has become the official outfitter for Team Canada’s Olympic and Paralympic teams. National Post
September 8, 2021
Sponsorship Pulled from Portland Marathon, Raising Questions About Fall Racing
Oregon Health and Sciences University did not directly discourage runners from participating in the mass event, but stated it was "doing everything" to avoid burdening overloaded hospitals. The Podium
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...