Sponsorship spending on endurance sports is expected to total $113.6 million in 2014, up 4.8 percent from 2013, according to IEG Research.

The increase exceeds the projected 4.3 percent increase in the overall sponsorship industry but lags the 4.9 percent rise in sports spending.

Significant deals in 2014 include Airbnb, Inc. and the New York City Marathon, Mizuno Corp. and the Atlanta Track Club and Abbott Laboratoriesand the Abbott World Marathon Majors, a deal that represents WMM’s first title sponsor.

In one of the industry’s more nontraditional partnerships, floor maker Mohawk Industries, Inc. this month announced a partnership with the Tough Mudder obstacle course series.

Gatorade this year replaced PowerBar as the most active sponsor of endurance sports events in terms of number of deals, with PepsiCo, Inc. replacing Nestlẻ as the most active sponsor.

Sports apparel & equipment, sports nutrition, insurance, medical services and hotels are the five most active categories sponsoring endurance sports.

Most Active Brands Sponsoring Endurance Sports (North America)
Most Active Brands Sponsoring Endurance Sports (North America)
Thirty-six percent of properties with a sponsor in the isotonic category report Gatorade as a sponsor.

Most Active Categories Sponsoring Endurance Sports (North America)
Most Active Categories Sponsoring Endurance Sports (North America)
Sports apparel & equipment companies are 8.2 times more likely to sponsor endurance sports than the average of all sponsors.

Most Active Companies Sponsoring Endurance Sports (North America)
Most Active Companies Sponsoring Endurance Sports (North America)
Forty-eight percent of endurance sports properties report a PepsiCo brand as a sponsor.

Sponsorship Spending On U.S. Endurance Sports Events
Sponsorship Spending On U.S. Endurance Sports Events