For the first time in four years, Emma Bates will not participate in the Boston Marathon. The 33-year-old runner, who was two times the top American female finisher at the event, chose to step back from competition to start a family. However, Bates claims this decision resulted in the loss of a sponsorship deal.
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Emma Bates finished second at the 2021 Chicago Marathon. *Photo: AP*
On 24/3, Bates posted an Instagram video showcasing the nutrition products she uses during pregnancy. In the video, she mentioned former sponsor UCAN Nutrition, stating the company ended their partnership after she announced her pregnancy.
"When my nutrition provider stopped partnering with me because I was pregnant," Bates said in the video, before explaining she is experimenting with different energy gels and plans to share her preferred options.
Bates had partnered with the Connecticut-based sports nutrition brand for nearly four years, a period marked by significant achievements, including two top 5 finishes at the Boston and Chicago Marathons. In 2023, she finished the Boston Marathon in 2 hours 22 minutes 10 seconds, recording the second-fastest time ever for an American woman on that course.
In early March, Bates announced her pregnancy, revealing she discovered the news one day after competing in the 2025 Valencia Marathon last December, where she placed 13th with a time of 2 hours 25 minutes 51 seconds.
US law lacks consistent protection for pregnant workers, particularly concerning independent contracts such as those for athletes or social media influencers. In Connecticut, labor regulations do not extend to sponsored athletes.
When Canadian Running inquired about the matter, a UCAN Nutrition representative stated that the decision to end the partnership with Bates was made in 9/2025, prior to the company learning of her pregnancy. "We offered to continue working under a new agreement, but Emma did not choose that option," the spokesperson added.
UCAN is a sports nutrition company specializing in slow-release carbohydrate products, designed to provide sustained energy. The brand reportedly sponsors several other American marathon runners, including Sara Hall, a mother of 4.
A UCAN representative affirmed the company's commitment to supporting athletes through all stages of life, including pregnancy and motherhood.
Hong Duy (according to Canadian Running Magazine)
