Brooks Running Expanded Sports Sponsorships
The company has added major professional teams and star athletes to its global brand ambassador roster.
Updated on Sept. 22, 2026 in Running
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Brooks Running has aggressively expanded its footprint in team sports by signing professional athletes and partnering with major clubs. This strategy includes becoming the official running partner of the Seattle Seahawks and Crystal Palace FC.
Why it matters
Brooks is attempting to reach broad audiences in professional sports without the high costs of manufacturing specialized team kits or performance gear. By leveraging athlete storytelling, the company hopes to maintain its recent strong financial performance.
Brooks Running reported a 14 percent total revenue increase for the first half of 2026, with trail footwear sales jumping 71 percent in the second quarter. EMEA regional revenue grew 39 percent during the same period.
The players
Cooper Kupp
He is a professional American football wide receiver who now serves as a global brand ambassador for Brooks Running.
Seattle Seahawks
This is a professional American football team based in Seattle that recently named Brooks Running as its official running partner.
Crystal Palace FC
A professional football club based in London that entered into a multi-year sponsorship agreement with Brooks Running.
Oscar Bobb
He is a professional football player who was recently named as a global brand ambassador for Brooks Running.
Maddy Westbeld
A prominent athlete who was named a global brand ambassador for Brooks Running on September 8, 2026.
The details
The firm is utilizing apparel branding, stadium signage, and digital displays to secure visibility across professional leagues. Brand ambassadors, including Cooper Kupp and Oscar Bobb, will participate in content creation campaigns instead of functioning as traditional product endorsers.
Timeline
August 27, 2026: Brooks Running signed a multi-year sponsorship deal with Crystal Palace FC.
September 8, 2026: The company named three global brand ambassadors and partnered with the Seattle Seahawks.
September 22, 2026: Brooks Running presented football market data during its investor day.
Market Landscape
Brooks is positioning itself to capture interest within the $38 billion projected global football footwear market. This move allows the company to challenge established apparel giants while avoiding the logistical burdens of manufacturing specialized team-specific equipment.
Fans can expect to see increased visibility of Brooks branding at sporting venues and through digital athlete campaigns. These partnerships generally do not alter retail pricing or product availability for everyday runners.
The takeaway
Brooks is focusing on lifestyle and storytelling rather than high-performance equipment supply to engage sports fans. This pivot reflects a broader industry shift toward leveraging athlete influence to drive brand growth without the overhead of manufacturing competition-level gear.
Further reading
For more on the current state of the industry, see our latest updates on Running.
Source note: This article includes information reported by Sporting Goods Intelligence.
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Should athletic apparel brands prioritize general brand recognition over developing specialized sports equipment?
