Michelob ULTRA, the beer brand that believes every athlete deserves to experience an equal level of joy in sports, is encouraging more women and non-binary athletes to run the TCS New York City marathon by introducing the Michelob ULTRA Run Fund.
In partnership with the New York Road Runners, the fund will offer a contest giving these runners a chance to win a bib to the 2023 TCS New York City Marathon and training programs for them to make their marathon debut. The Michelob ULTRA Run Fund is a multi-year program that will begin with the 2023 TCS New York City Marathon and expand to other races nationwide as the next chapter in the brand’s commitment to equality and visibility in sports.
As the TCS New York City Marathon celebrates the 50th anniversary of its Women’s Division, Michelob ULTRA is acknowledging the barriers that have been broken and the strides still to be made in the race to equality in sports.
Currently, women and non-binary runners are outnumbered by males, making up 46% of New York City marathon finishers. To help bridge the gap, Michelob ULTRA will highlight the inspiring stories of gender equality advocates and provide resources and access to bring female and non-binary representation to 50% at the 2023 TCS New York City Marathon.
Michelob ULTRA will bring the story of Kathrine Switzer to life in an inspiring new TVC, airing during the TCS New York City Marathon. Kathrine Switzer changed running forever when she became the first woman to officially complete the Boston Marathon in 1967, ultimately leading to the establishment of the women’s division of marathons and paving the way for thousands of women to experience the joy of their first race.
“Michelob ULTRA is committed to using our brand as a platform to increase gender representation and equal enjoyment for everyone who loves sports.” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “We believe in celebrating an active and balanced lifestyle and are proud to continue working with partners like New York Road Runners and the Women’s Sports Foundation to bring our shared values to life. Because it’s only worth it, if we all enjoy it.”
The Michelob ULTRA Run Fund is an extension of the brand’s $100 Million commitment to gender equality in sports. Continuing its history as a longtime sponsor of the TCS New York City Marathon, Michelob ULTRA will celebrate this year’s marathon with a range of initiatives to encourage involvement, inclusion, and representation, including:
- Bringing together gender equality advocates to share their honest experiences and address ways we can all impact positive change during a riveting panel discussion. Together with the Women’s Sports Foundation, the panel will focus on “The Road to Inclusion: 50 Years of Breaking Barriers” and feature Cari Champion, a pioneer for women in sport broadcasting; Jake Fedorowski, a leader in creating non-binary running divisions; Alexi Pappas, Olympian, and marathoner; Jocelyn Rivas, the youngest Latina to run 100 marathons; and Kathrine Switzer, a trailblazer for women in sports. Closing remarks will be provided by Phaidra Knight, World Rugby Hall of Famer, MMA fighter, and Women’s Sports Foundation Past President.
- Releasing an inspiring TVC highlighting Kathrine Switzer’s courageous act 55 years ago, that will air during TCS New York City Marathon coverage on WABC.
- Introducing the Michelob ULTRA Run Fund which will provide training programs and resources for women and non-binary athletes making their marathon debut and a contest giving these runners a chance to win a bib for the 2023 TCS New York City Marathon. As part of this effort, Michelob ULTRA will launch “Train Like a Pro Marathon Runner” where athletes will receive weekly training tips developed by Team ULTRA coaches.
“In 1967, I set out to prove that women could run distances and deserved to be included in marathons. Since then, major strides have been made but there is still work to be done,” said Kathrine Switzer. “We’re just getting started. Women have only been running competitively for the last 50 years, which is why it is so important for brands like Michelob ULTRA to continue to take action and advocate for equality in sports.”
To learn more about the Michelob ULTRA Run Fund and Michelob ULTRA’s commitment to equality in sports, visit MichelobULTRA.com/RunFund and @MichelobULTRA #ULTRARunFund.
Michelob ULTRA Run Fund Contest. No Purchase Necessary. Begins 11/01/22 and ends 07/01/23. Open to US residents 21+ who have not previously completed a marathon. Void where prohibited. See Official Rules at www.michelobultra.com/contestrules for prize information and details. Msg & data rates may apply.
