In highly competitive markets such as fitness apparel, having your brand or business stand out against your competitors is a major key.

What is it that pulls you ahead of the pack when it comes to brand recognition? In sports, specifically events like marathons, cycling competitions and other endurance races, someone comes in first and someone comes in last. As a company it is super important to be at the forefront of marketing trends in order to be at the front of the pack. Involving your brand in popular marketing trends early on can help separate you from the pack and get your brand noticed.

By the end of 2016, it was estimated that endurance sport sponsorship spending was to reach $125 million. The endurance sport bracket contains events such as 5Ks, marathons, triathlons, and cycling races. These events draw huge participation and fan attendance rates. Large sport minded crowds like these serve as a tremendous opportunity for brands looking to get their name out there.

Who does it right?

The current leading spender in endurance sport sponsorship is PepsiCo, successfully riding the wave for quite some time. It is estimated that PepsiCo is a registered corporate sponsor for 46% of all endurance sporting events. The company owns 22 iconic billion-dollar brands that are scattered throughout sports for the consumer to see. Their strategy is to target these events with their sports and health conscious brands such as Gatorade, Quaker Oats, Naked Juice, Sabra Dips, and Aquafina Water.


Runner of the future keeping up with his old man at a Gatorade sponsored marathon.

Do you have a brand that could benefit from the exposure of a large endurance sport sponsorship deal? Consider becoming a corporate sponsor through OpenSponsorship’s revolutionary platform where we make sponsorship simple! To learn more about these opportunities, reach out to an OpenSponsorship rep today or send us an email at!

Branden Mongiovi

Written by Branden Mongiovi

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