Star Marathoner Claims Brand Dropped Her After She Got Pregnant

Originally posted on The Spun | By Tzvi Machlin | Last updated Mar 24, 2026 5:15 PM ET

Multi-time marathon winner Emma Bates is going after a brand that she claims dropped her after announcing her pregnancy.

Speaking to Dennis Young of Front Office Sports, Bates has said that the energy gel company UCan has dropped their endorsement deal with her over her pregnancy. Bates had been endorsed by UCan's product line for three years.

“Since my fueling company dropped me after telling them I was pregnant,” Bates said in a new Instagram video. “I have been trying a bunch of new gels.”

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UCan denies the allegation and asserts that their decision to drop Bates came well before they could have even known about her pregnancy. The company states that they consider Bates to be "an incredible athlete" and wish her the best.

Bates's shoe sponsor, Asics, has come under fire before for its treatment of pregnant athletes. They did not immediately answer questions about her status or their maternity policies. https://t.co/LDt1DHF33a
— Dennis Young (@dpyoung13) March 24, 2026

“The partnership decisions for 2026 were made in September 2025 as a part of regular business planning and before any knowledge of her pregnancy,” a UCan spokesperson told the outlet. “We made an effort to continue working with Emma under a new agreement, but she ultimately chose not to move forward with that option.”

CHICAGO, ILLINOIS - OCTOBER 13: Runners compete at the start of the 2024 Chicago Marathon on October 13, 2024 in Chicago, Illinois. (Photo by Michael Reaves/Getty Images)Michael Reaves/Getty Images

Missed Opportunity

In dropping Bates, UCan have parted ways with one of the most accomplished marathon runners in the country.

Bates has finished top 12 in each of the last three Boston Marathons, including a career-best fifth place and 2:22:10 time in 2023. She finished eighth in the 2022 New York City marathon and came in second at the 2021 Chicago Marathon.

As a college competitor at Boise State she finished top-three in 10 km race for the 2013 and 2014 NCAA track & field championships, winning it all in 2014 with a time of 32:32.35.

Bates has also won races in indoor track & field and cross country and competed in multiple U.S. Olympic trials.

This article first appeared on The Spun and was syndicated with permission.

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