Sponsorship spending on marathons, cycling competitions and other endurance sports events is expected to total $124.6 million in 2016, a 4.9 percent increase from 2015, according to IEG research.

The increase exceeds the projected 4.5 percent growth in overall sponsorship spending but lags the projected 5 percent increase in sports spending.

PepsiCo is the most active sponsor of endurance sports. Forty-six percent of properties with a sponsor in the non-alcoholic beverage category report a sponsorship with Gatorade and/or another PepsiCo brand.

Starwood Hotels & Resorts (18 percent) and Toyota (17 percent) join the most active sponsors list in 2016. United Parcel Service and the National Fluid Milk Processor Promotion Board (Built with Chocolate Milk) dropped off the list.

Gatorade is the most active brand sponsoring endurance sports. Forty-three percent of properties with a sponsor in the isotonic beverage category report a partnership with the brand, down from 59 percent in 2015.

Clif bar (17 percent), Glukos (16 percent) and Toyota (16 percent) replace Brooks, Garmin and Built with Chocolate Milk on the most active brands list.

SPONSORSHIP SPENDING ON ENDURANCE SPORTS
MOST ACTIVE CATEGORIES SPONSORING FILM AND ART FESTIVALS
*Projection

MOST ACTIVE BRANDS SPONSORING ENDURANCE SPORTS
MOST ACTIVE BRANDS SPONSORING ENDURANCE SPORTS
Forty-three percent of properties with a sponsor in the nonalcoholic beverage category report a sponsorship with Gatorade.

MOST ACTIVE COMPANIES SPONSORING ENDURANCE SPORTS
MOST ACTIVE COMPANIES SPONSORING ENDURANCE SPORTS
Forty-six percent of properties with a sponsor in the nonalcoholic beverage category report a sponsorship with a PepsiCo brand.

MOST ACTIVE CATEGORIES SPONSORING ENDURANCE SPORTS
MOST ACTIVE CATEGORIES SPONSORING ENDURANCE SPORTS
Sports apparel & equipment companies are 6.3 times more likely to sponsor endurance sports than the average of all sponsors.