Italian Plumbing Supply Company to Sponsor the Mountain Running World Cup

I had missed that sponsorship announcement and it’s a strange one but also a great one. Italian Plumbing Supply Company ‘Valsier’ is sponsoring the World Mountain Running Association’s World Cup for the 2023 and 2024 season.

From the WMRA official press announcement back in December:

As well as providing opportunities for the athletes at the very front of the race, both Valsir and WMRA are hopeful that they can their collaboration can persuade non-runners to give the sport a try. With all Valsir World Cup races open to all, they are a perfect opportunity to sample the incredible experience of racing in the mountains, lining up should-to-shoulder with the best off-road athletes in the world.

I mean, I want to snark about these strange bedfellows, but it’s kind of cool that a sponsor so completely unrelated to our sport is seeing the potential and willing to support not just the top athletes but the entire field of runners.