Exciting news in the world of sports sponsorship: Under Armour has signed on as the title sponsor of the Canada Running Series’ Vancouver Eastside 10K.
The event—September 16 in Vancouver—is five years old and marks the first Canadian race to receive UA’s title sponsorship. Under Armour, based in Baltimore, MD., earned US$4.6-billion in revenue in 2016 and has recently been working to expand its Canadian footprint.
“Under Armour is passionate about making all runners better and we are thrilled to partner with Canada Running Series to elevate the awareness of the Eastside 10K race,” Shana Ferguson, Director of Marketing, Under Armour Canada, said in a release. “This is one of the highlights of the Vancouver fall racing calendar, as the race winds through some of the most historic and vibrant areas of the city, and we are looking forward to outfitting runners in our innovative gear.”
For the Canadian Running Series, which puts on the Scotiabank Toronto Waterfront Marathon, the Oasis Zoo Run, Scotiabank Montreal and other events, the announcement comes at an exciting time. As the group puts together the Race Roster Spring Run-off on April 8 in High Park, there’s also the Toronto Waterfront 10K on June 17 for runners to enjoy.
“This is a strategic partnership between two premier high-performance brands,” Canada Running Series president, Alan Brookes, said in the release. “This partnership with Under Armour, the global leader in innovation performance product, is about bringing the latest and greatest to the Canadian road running scene. Together we will be able to grow the Under Armour Eastside 10k into an even bigger and better international running event.”
When large brands team up to make events better in Canada, runners all across the country reap the rewards. In Vancouver, Under Armour will be supplying the race shirts at the Eastside 10K. Let’s hope this is just the first step on a long series of exciting announcement in the weeks and months to come.