Amazon acquired title sponsorship rights to the 40th IRONMAN World Championship and will serve as the Official Sports Nutrition Retailer of the “iconic endurance event” on October 13th.

As part of the deal, IRONMAN will receive a branded pop-up shop, featuring product from official nutrition partners like Gatorade and CLIF Bar, on the world’s largest e-commerce platform.

Considering Amazon’s shown interest in streaming sports content, it’s worth noting that this deal does not provide the company with broadcast rights; NBC Sports platforms, and IRONMAN NOW on Facebook Watch will all have the event.

Of course, that’s not to say this deal doesn’t make sense from the Amazon perspective. With the demand for health, wellness and performance products at an all-time high, it’s logical that Amazon would want to connect with the most committed of fitness enthusiasts.

Amazon posted its largest quarterly profit in company history during the 2nd quarter of 2018, a staggering $2.5 billion, marking the first time the company hit the $2 billion milestone; it was the 3rd straight quarter that Amazon surpassed $1 billion in profits.

Company shares are up +65% YTD and in late August they traded at over $2,000/share for the first time, though they haven’t closed above that number again since September 4th.

Amazon’s Japanese counterpart, Rukuten has announced it too will be sponsoring competition in the fitness space, agreeing a multi-year global partnership with Spartan Race; the obstacle racing series.

The deal provides Rukuten with exposure at Spartan events, makes the company the official kit sponsor of the Spartan Pro Team and places the company’s logo on Spartan Race finisher shirts.

The partnership officially begins with the “2018 Spartan World Championship powered by Rakuten” – their biggest event of the year.

Unlike the Amazon/Ironman deal though, Rukuten will also “power” the live stream of that event on Facebook Watch.

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