Like a runner heading to the finish line, sponsorship spending on marathons and other endurance sports events continues its forward momentum.

Fueled in part by the growing number of events and new activity by non-endemic companies, sponsorship spending on endurance sports events is expected to total $108.4 million in 2013, up 6.2 percent from 2012.

The increase outpaces IEG’s projected 6 percent increase for the overall sports category and is roughly on par with the 6.7 percent increase in endurance sports spending from 2011 to 2012.

In what is perhaps the largest deal in the category in 2013, Tata Consultancy Services will replace ING as title of the New York City Marathon as part of a new eight-year multi-million dollar agreement. The Mumbai, India-based company has cosponsored the marathon since 2010.

Other companies that have entered or expanded their presence in the endurance sports space over the past eleven months include ASICS (LA Marathon); Oakley (New York Mini 10K); REI (Muddy Buddy Adventure Series) and Mazda, TransAmerica and Westin (Rock ‘n’ Roll Marathon Series).

PowerBar, Gatorade and Michelob Ultra are the most active brands sponsoring endurance sports based on number of deals, while sports apparel, sports nutrition and medical services are the most active categories.

Most Active Brands Sponsoring Endurance Sports (North America)

Most Active Brands Sponsoring Endurance Sports (North America)

Twenty-seven percent of endurance sports properties reported PowerBar as a sponsor.

Most Active Categories Sponsoring Endurance Sports (North America)

Most Active Categories Sponsoring Endurance Sports (North America)

* Sports apparel & equipment companies are 12.2 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-four percent of endurance sports properties reported a Nestlé S.A. brand as a sponsor.