ukrop’s monument avenue 10k presented by kroger announces new sponsor and special prize for the 10,000th finisher

Sports Backers Unveils medal, shirt design, and new event highlights for 2026

RICHMOND, VA – The Ukrop’s Monument Avenue 10k presented by Kroger will once again take center stage as one of Richmond’s most anticipated traditions on April 18, it’s 27^th running. The beloved race brings tens of thousands of runners, walkers, and spectators together in a celebration of fitness, community, and springtime in RVA.

During Sports Backers’ annual 10k Reveal Day at the Virginia Museum of History and Culture (VMHC), organizers unveiled the official 2026 participant shirt and finisher medal, announced a new sponsorship with VMHC, and shared several fun updates that continue to build excitement around the region’s largest road race.

Participation across Sports Backers events has surged over the past year, setting the stage for another standout 10k. In 2025, nearly 25,000 participants took part in the Ukrop’s Monument Avenue 10k, and since its debut in 2000, more than 650,000 runners and walkers have crossed the finish line. Long recognized as one of the nation’s largest races, the event proudly stands as the 5th Largest 10k in the country and continues to be listed among the Top 50 Largest Races.

“If you’ve been around Richmond on the day of the 10k, you know there’s really nothing else like it,” said Meghan Keogh, race director. “The Ukrop’s Monument Avenue 10k is pure Richmond—beautiful, full of tradition, and a lot of fun. The energy on race day brings out the very best of this city, and it feels like everything that makes Richmond special shows up on Monument Avenue that morning. Seeing the event continue to grow is remarkable, but what matters most is how strongly the community embraces it and the tens of thousands of people who come together to make it unforgettable.”

This year’s reveal highlighted not only the new medal and shirt designs, but a new partnership announcement and a playful addition to race-day tradition, as well as a promotional week in late February highlighting local coffee shops.

The Virginia Museum of History & Culture has signed on as the presenting sponsor of the Dress Up & Run Contest, which will feature a special “American Spirit” costume category in honor of this year’s once-in-a-generation celebration of America’s 250^th anniversary. The Dress Up & Run Contest kicks off a series of special activations by the VMHC leading up to July 4, including Richmond SailFest and IllumiNATION, commemorating Virgina’s leading role in America’s founding and its continued journey toward a more perfect union. 

Adding to the finish line excitement, Sports Backers will also recognize the 10,000th person to cross the finish line as “The People’s Finisher” with a special prize, a nod to the scale and spirit of the event. “The People’s Finisher” will also receive a custom champion belt that will be presented to them at the finish line on race day.

Since April 18 feels far away, Sports Backers is teaming up with local coffee shops for “10K Latte Week” during the last week of February. Participating shops are invited to feature a 10K-themed latte, with current partners including Grit Coffee and Parousia Coffee.

For the third consecutive year, the event’s finisher swag was designed by Think, a Richmond-based branding and creative agency. The 2026 participant shirt offers a bold, stylized interpretation of Monument Avenue, inspired directly by the course itself. Iconic homes form the foundation of the design, anchored by a signature lamppost that pays tribute to the city’s historic streetscape. Festive banners add motion and celebration, while a bright, spring-forward color palette reflects both the race’s energy and Richmond’s vibrancy. These elements extend seamlessly to the finisher medals, where a striking blue-and-orange ribbon proudly marks each runner’s achievement.

Ukrop’s, the title sponsor of the Monument Avenue 10k for all 27 years of the event, continues their longstanding support.

“There is truly no better day in Richmond than the Ukrop’s Monument Avenue 10k presented by Kroger,” said Bobby Ukrop, CEO of Ukrop’s Homestyle Foods. “I’ve had a front row seat at the 10k every year, and it’s inspiring to watch so many people come together—neighbors, families, first-time runners, and longtime participants—to celebrate movement with community. It never gets old, and it speaks to what makes Richmond special.”

“The Ukrop’s Monument Avenue 10k turns healthy choices into a celebration,” said James Menees, Head of Communications and Public Affairs with Kroger Mid-Atlantic. “For nearly a decade, we’ve seen this event bring Richmond together in a truly special way, from the start line to the finish, and even those reusable grocery bags people look forward to every year. It’s a powerful reminder that doing something good for yourself can create a ripple effect throughout the entire community, and Kroger is proud to be part of that tradition.”

Race weekend excitement extends beyond the 10k with the return of the Atlantic Union Bank 10k Mini, a one-mile fun run for kids ages 4–12. Taking place on the same day and finishing under the picturesque 10k finish line, the event sold out in 2025 with more than 1,400 kids, reinforcing its growing popularity as an early introduction to fitness and confidence-building.

“If you want to see pure joy, the Atlantic Union Bank 10k Mini is it,” said Christine Landi, Chief Marketing Officer at Atlantic Union Bank. “It’s loud, it’s fun, and it’s kids giving it everything they’ve got all the way to the finish. Encouraging young people to move, dream big, and discover the confidence that comes from being active is one of the most impactful ways we can support our community.”

Additional race-day partners help bring the full experience to life. Sheehy Auto Stores returns as sponsor of the Sheehy Post Race Festival and will once again provide technical training shirts for YMCA 10k Training Team participants, along with the official lead vehicle. The Richmond Experience is back for its third year as presenting sponsor of the 10k Spirit Contest, which drew more than 15 competing groups in 2025. Chick-fil-A returns as the official Bag Check sponsor. James River Air is a sponsor for the first year and will activate at the course turnaround. The full list of sponsors includes the Virginia Department of Health, Nuun, Fleet Feet, Clark Construction, and JonnyPops.

VCU Massey Comprehensive Cancer Center and Sports Backers Youth Programs will return as the official event charity partners. This year will mark the 21st year of the partnership with Massey, and the Massey Challenge remains a powerful fundraising platform, allowing participants to honor loved ones affected by cancer while supporting lifesaving research. Runners in gold Massey Challenge shirts and commemorative bibs bring added meaning and energy to race day, especially along the always-emotional Massey Mile.

Note: Registration prices for the Ukrop’s Monument Avenue 10k presented by Kroger will increase on March 1. For more information and to register, visit www.sportsbackers.org/events/monument-ave-10k.