What is with the new trend of every runner with a blog or Twitter handle being a "brand ambassador" for various products? Not a sponsorship, because there's usually nothing more than some discounted product involved. One girl in my running club who runs well over 2:00 for a half marathon is an "ambassador" for three companies!
My favorite is when they are associated with a company like Oiselle who makes the athlete PAY for the "privilege" of being an ambassador. Wait, I have a pay money in order to buy some gear at a discount? No thanks.
Is this going to be the new model for running sponsorships going forward? Are these middle of the packers with blogs really reaching more people (and, in the end, selling more product) than companies sponsoring sub-elites? I wouldn't be surprised if it were true, but I'd love to see some actual market research to justify this.