Sports Backers Blog

Ukrop’s Monument Avenue 10k opens registration and celebrates 25 years of running

Richmond, VA – The Ukrop’s Monument Avenue 10k presented by Kroger celebrates its 25th running on April 20, 2024. The iconic Richmond event has become one of the Top 50 largest Running Events in the U.S., and Sports Backers is thrilled to announce the opening of registration for this milestone year. Walking and running enthusiasts alike are invited to join the celebration of a quarter-century of active living and community support. Registration is open today at Signing up early is advisable so participants can make sure they’re a part of what is sure to be a legendary party on Monument Avenue. The Atlantic Union Bank 10k Mini, a one mile run for kids aged 4-12, will also take place on April 20 and registration is open for that event as well. Sports Backers will once again offer a virtual option for both the 10k and 10k Mini.

The Ukrop’s Monument Avenue 10k has been a staple in the Richmond community, attracting thousands of runners and spectators each year since its debut in 2000. Organizers are gearing up for an unforgettable experience, promising exciting additions and special surprises to commemorate this significant silver anniversary.

“For 25 years the Ukrop’s Monument Avenue 10k presented by Kroger has delivered a party atmosphere to all participants and spectators. It’s an event truly everyone can enjoy and we’re so excited to open registration for the 2024 event,” said Meghan Keogh, race director for the Ukrop’s Monument Avenue 10k presented by Kroger. “Since the event’s inception we’ve welcomed over half a million people to the 10k and across the finish line. We’re looking forward to cementing our status as one of the largest events in Richmond!”

One of the largest reasons for the 10k’s continued popularity is how appealing it is for runners and walkers from all walks of life. It’s proven to be a course that not only produces PRs for serious runners, but a great event for first timers. Running and walking isn’t the only way to be involved either, as the event boasts enthusiastic spectators, bands, and participants in the 10k Spirit Contest presented by The Richmond Experience. Thanks in huge part to the Richmond community the Ukrop’s Monument Avenue 10k presented by Kroger has become one of the largest 10ks in the country.

“The 25th Anniversary of the Ukrop’s Monument Avenue 10k is a testament to the vibrant, enduring spirit of our community and the dedication of all those who have made this event a success over the years,” said Bobby Ukrop, CEO of Ukrop’s Homestyle Foods. “We invite everyone to join us in celebrating this incredible milestone and look forward to creating lasting memories together.”

“Kroger is looking forward to being a part of pre-race excitement, race day, and beyond,” said Anne Jenkins with Kroger Mid-Atlantic. “We’re happy to be back for 2024 and can’t wait to be a part of RVA’s biggest block party. Happy 25 years to the Ukrop’s Monument Avenue 10k presented by Kroger!”

“Atlantic Union Bank is excited to be the title sponsor of the 10k Mini for the third year in a row,” said Alecia Kuhfahl, VP, Director of Marketing Communications and Corporate Sponsorships at Atlantic Union Bank. “We love being a part of 10k weekend and connecting with area families. Being active is so important and encouraging our youngest runners is something we’re so elated to be a part of.”



YMCA 10k Training Team Kicks Off on February 10

Registration is also open for the YMCA 10k Training Team, and the team is set to hold its first group training session on Saturday, February 10, 2024. The 10-week program emphasizes the team approach to training as it prepares participants to successfully cover 6.2 miles on April 20. Whether you are looking to jumpstart your fitness journey or are ready to add more intense workouts into your training schedule, the motivational coaches and supportive teammates on the YMCA 10k Training Team will have you ready for race day. 

The YMCA 10k Training Team will take place at 18 host sites around the Richmond region, including YMCA branches and select community locations. More details and registration for the YMCA 10k Training Team can be found at

Both the YMCA 10k Training Team and Ukrop’s Monument Avenue 10k will offer income-based registration rates for anyone who qualifies and would otherwise not be able to participate. More details can be found at

VCU Massey Comprehensive Cancer Center celebrates its 50th year as a continued 10K event charity partner 

The VCU Massey Comprehensive Cancer Center and Sports Backers Youth Programs will once again serve as the official event charity partners of the Ukrop’s Monument Avenue 10k presented by Kroger. 2024 marks the 19th year of the partnership between Massey and the 10k, allowing participants to act in the fight against cancer and help raise crucial funds for Massey’s life-saving mission.

This year is particularly exciting as Massey celebrates its 50th anniversary. Commemorating Massey’s golden anniversary alongside the 10k’s silver milestone adds a special element to race day. As a National Cancer Institute-designated Comprehensive cancer center, Massey is among the top 4% of cancer centers across the country and the first in a new generation of community-centered cancer centers — one where world-class science and research is informed by the people we serve.

With cancer impacting 1 in 2 men and 1 in 3 women over their lifetimes, the fight against cancer is a fight we all can stand behind. Massey’s commitment to improving the health of our community and to advancing access and education to help prevent, detect and treat all cancers, makes them the perfect charity partner for the event. 10k participants can “10K the Massey Way” leading up to and on April 20 by creating their own personalized fundraising page at

Sports Backers Youth Programs to Serve as Event Charity Partner

Sports Backers invests in the future of active living in our region through our youth programs such as Kids On The Move and the Active Living Leadership ALL Stars Program. From the youngest kids getting an opportunity to be a part of a fitness club, reaping the socio-emotional benefits while moving more, to those on their way to adulthood and applying to college, Sports Backers is passionate about supporting Richmond region youth. We do this by providing the resources they need to be successful, whether that be a pair of running shoes for a child in need, covering the cost of bus transportation for a run club to attend one of our signature events, or providing a scholarship to a promising student-athlete. Your donation makes it possible for us to support the most important part of our community – our kids. They are the future and we know that by investing in them and instilling healthy habits now, it benefits us all.

For more information and registration for the 2024 Ukrop’s Monument Avenue 10k presented by Kroger, please visit

About Sports Backers

With a key message of Let’s Go, RVA, the mission of Sports Backers is to inspire to live actively. A nonprofit organization, Sports Backers is dedicated to producing nationally recognized quality sporting events and programs that motivate residents and visitors alike to be more active, supporting youth running and fitness programs, and advocating for safe and connected networks of bike and pedestrian infrastructure. Learn more at

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