Rival companies
Running shoes
Running shoes sponsors side by side: New Balance, On, Nike and Altra, and where each one ran by quarter.
33New Balance26 newsletter · 1 podcast · 6 event
31On0 newsletter · 28 podcast · 3 event
25Nike0 newsletter · 16 podcast · 9 event
20Altra0 newsletter · 17 podcast · 3 event
Where they ran Newsletter and podcast placements by lane and quarter.
Lanes come from each newsletter’s topic and each podcast’s genre. 2026 Q4 runs through 2026-11-02. We read many more newsletters and podcasts from late 2026, so compare companies within a quarter, not one quarter to the next.
| New Balance | On | Nike | Altra | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Lane | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | |||
| Education podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 10 | 18 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Culture & entertainment newsletters | 0 | 0 | 0 | 11 | 9 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Sports podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 9 | 0 | 0 | 1 | 3 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Health & fitness podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 10 | 3 | |||
| Fiction podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 1 | 0 | 0 | 0 | 1 | |||
| Comedy podcasts | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| News podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Sports newsletters | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
Events Sponsor lists, booths and partner listings by event sector.
| Sector | New Balance | On | Nike | Altra |
|---|---|---|---|---|
| Sports & leisure | 5 | 2 | 5 | 3 |
| Retail & consumer | 0 | 0 | 2 | 0 |
| Construction & real estate | 1 | 0 | 1 | 0 |
| Finance & crypto | 0 | 0 | 1 | 0 |
| AI | 0 | 1 | 0 | 0 |
Top outlets By newsletter and podcast placements.
New Balance
- Ali on the Run Newsletter25
- The News1
- History Hyenas with Chris Distefano and Yannis Pappas1
On
- The Rich Roll Podcast28
Nike
- New Heights with Jason & Travis Kelce6
- Talkin' Yanks (Yankees Podcast)4
- Baseball Today3
- Mick Unplugged1
- Ghostrunners1
- The Next Round1
Altra
- On Purpose with Jay Shetty10
- Camp Monsters4
- Marathon Training Academy3
The detail Outlets behind each lane.
On · Education podcasts · Earlier
- The Rich Roll Podcast10 placements
On · Education podcasts · 2025 Q4
- The Rich Roll Podcast18 placements
Nike · Education podcasts · 2026 Q3
- Mick Unplugged1 placement
New Balance · Culture & entertainment newsletters · 2026 Q2
- Ali on the Run Newsletter11 placements
New Balance · Culture & entertainment newsletters · 2026 Q3
- Ali on the Run Newsletter9 placements
New Balance · Culture & entertainment newsletters · 2026 Q4
- Ali on the Run Newsletter5 placements
Nike · Sports podcasts · 2025 Q4
- Talkin' Yanks (Yankees Podcast)4 placements
- Baseball Today3 placements
Nike · Sports podcasts · 2026 Q3
- New Heights with Jason & Travis Kelce1 placement
Nike · Sports podcasts · 2026 Q4
- New Heights with Jason & Travis Kelce3 placements
Altra · Health & fitness podcasts · 2026 Q3
- On Purpose with Jay Shetty10 placements
Altra · Health & fitness podcasts · 2026 Q4
- Marathon Training Academy3 placements
Altra · Fiction podcasts · Earlier
- Camp Monsters2 placements
Altra · Fiction podcasts · 2025 Q4
- Camp Monsters1 placement
Altra · Fiction podcasts · 2026 Q4
- Camp Monsters1 placement
New Balance · Comedy podcasts · Earlier
Nike · Comedy podcasts · Earlier
- Ghostrunners1 placement
Nike · News podcasts · 2026 Q3
- The Next Round1 placement
New Balance · Sports newsletters · 2026 Q3
- The News1 placement
Counts are the ads we’ve found. They don’t show spend. A company with few ads here may buy elsewhere.