The North Face reinforces its presence as the event’s sponsor for the next three years
The announcement was made public this afternoon during the International Tourism Fair (Fitur) in Madrid
The North Face and Transgrancanaria announced this Thursday the extension of their sponsorship agreement until the year 2029. This renewal for three additional seasons reinforces a bond that began in 2024 and confirms the Gran Canarian race as one of the most important trail running events in the world.
The announcement took place at the Canary Islands stand at the International Tourism Fair (FITUR), in an event attended by Wendy Cruz, Marketing Director of Arista Eventos; Poli Suárez, Minister of Sports of the Government of the Canary Islands; Antonio Morales, President of the Cabildo de Gran Canaria; Carlos Álamo, Minister of Tourism of the Cabildo de Gran Canaria; Aridany Romero, Minister of Sports of the Cabildo de Gran Canaria; and Carolina Darias, Mayor of Las Palmas de Gran Canaria.
The alliance between the prestigious North American firm and Transgrancanaria enhances the shared objectives of both entities: to explore the limits of outdoor sports and support the community through innovative trail products. The North Face has one of the best trail running athlete teams in the world, with names such as Pau Capell, three-time winner of The North Face Transgrancanaria, Fernanda Maciel, Jonathan Albon, Stephanie How, Zach Miller, and Ida-Sophie Hegemann.
Transgrancanaria, organized by Arista Eventos, faces its 27th edition next March, to be held between March 4 and 8, breaking historical records. For the first time, the race will exceed 6,000 participants from more than 70 countries, reaffirming itself as the most important trail running competition of the winter.
Wendy Cruz, Marketing Director of Arista Eventos, highlighted that “the extension of this agreement is the ultimate recognition of the work carried out by the organization and the institutions. Having a brand of the level of The North Face bet on us in the long term allows us to continue innovating and position Gran Canaria as the reference destination for world trail running.”
Michiel Cauwelier, VP Marketing, The North Face EMEA: “We’re delighted to be back supporting the prestigious Transgrancanaria race across all distances, aligning perfectly with our commitment to the advancement and visibility of trail running. Many of our athletes have achieved incredible performances over the years, and we’re looking forward to watching this continue.”
Poli Suárez, Minister of Sports of the Government of the Canary Islands, noted that “it is no coincidence that Transgrancanaria renews with brands as important as The North Face. Transgrancanaria paved the way 23 years ago for trail running in the Canary Islands and has become a world reference in the sector. From the Ministry of Sports of the Government of the Canary Islands, we will continue to support major events like this that promote physical activity and the islands’ image internationally.”
Antonio Morales, President of the Cabildo de Gran Canaria, highlighted that “the celebration of Transgrancanaria consolidates the island as a territory for hosting major sporting events and shows of all kinds. This is thanks to the support of the Cabildo de Gran Canaria, institutional unity, and joint action with private entities in the sector.”
Carlos Álamo, Minister of Tourism of the Cabildo de Gran Canaria, indicated that “we wanted to take advantage of this important fair to congratulate and give visibility to this new agreement between Transgrancanaria and The North Face, an international brand that is a magnificent showcase for Gran Canaria tourism and the potential our tourist destination has for outdoor sports. So, congratulations to Transgrancanaria, which continues to grow.”
Aridany Romero, Minister of Sports of the Cabildo de Gran Canaria, emphasized that “Transgrancanaria has established itself as one of the most relevant international events by gathering participants from numerous countries and becoming a privileged showcase to display the scenic, sporting, and cultural wealth of the island and each of its municipalities.” Likewise, Romero underlined that ultra-distance races “have acquired growing prominence, positioning themselves as one of the sporting disciplines with the greatest relevance and projection,” and wanted to recognize the “work being carried out by Arista, the organizer of Transgrancanaria, both with this competition and with the set of races it promotes throughout the year.”
Carolina Darias, Mayor of Las Palmas de Gran Canaria, stressed that “our city hosts major events every year, but The North Face Transgrancanaria holds a prominent place among the great sporting events held in Las Palmas de Gran Canaria. We are an open city, prepared to host international events like this.” Furthermore, Darias added that “The North Face Transgrancanaria is much more than a race: it is a sporting, tourist, economic, and social engine, both for the island of Gran Canaria and for the city.”
The North Face Transgrancanaria is a race organized by Arista Eventos with the sponsorship of the institutions: Cabildo de Gran Canaria, through Tourism of Gran Canaria and the Insular Sports Institute; the Government of the Canary Islands with Canary Islands Latitude of Life; the City Council of Las Palmas de Gran Canaria through the Municipal Sports Institute of Las Palmas de Gran Canaria; the City Council of Teror, and the City Council of Tejeda. Additionally, it has the support of companies such as The North Face, Hospitales Universitarios San Roque, Lopesan Hotel Group, ExpoMeloneras, 226ERS, Fred. Olsen Express, Sonocom Audiovisuales, and Aguas de Teror.
ABOUT THE NORTH FACE®
The North Face, a division of VF Outdoor, LLC, was founded in 1966 with the goal of preparing athletes for the needs of their next outdoor adventure. Today, it is the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. It protects our natural spaces and minimizes the impact on the planet through programs that encourage sustainability.
