Sports Backers Blog

Sports Backers Announce Kroger as New Presenting Sponsor of Ukrop's Monument Avenue 10k

RICHMOND, VA – Sports Backers today announced a new partnership with Kroger, making the grocery retailer the presenting sponsor of the Ukrop’s Monument Avenue 10k Presented by Kroger. The partnership takes effect immediately and was announced this morning in an event at Ukrop’s Homestyle Foods.

10k-presented-by-kroger-300“Kroger is very excited for this partnership and to be aligned with the Ukrop’s Monument Avenue 10k,” said Anne Jenkins, Customer Communications Manager with Kroger Mid-Atlantic. “We have always admired the event and look forward to working with Ukrop’s on the Monument Avenue 10k and building this partnership in the future.”

“The Ukrop’s Monument Avenue 10k is a celebration of active living in the Richmond region, and encouraging healthy lifestyles is a value that Ukrop’s and Kroger share,” added Bobby Ukrop, President and Chief Executive Officer of Ukrop’s Homestyle Foods. “We are thrilled to partner with Kroger for this event and to continue to serve the Richmond community moving forward.”

Registration for the April 1, 2017, 10k opens today, Nov. 28, with a special Cyber Monday offer. Using the code ITSHERE when registering, participants can take advantage of a rate of $25 for adults and $15 for youth age 14 and under. This limited-time registration offer expires at 11:59pm tonight.

2017 marks the 18th running of the Ukrop’s Monument Avenue 10k, and the event has become one of the largest road races in the United States. It is a celebration of an active community and brings residents and visitors alike together for a 6.2-mile block party on Richmond’s famed Monument Avenue.

“The Ukrop’s Monument Avenue 10k Presented by Kroger is one of our signature events and a great way to further Sports Backers’ mission of encouraging active lifestyles and creating fitness opportunities for people in all corners of the Richmond region,” said Sports Backers’ Meghan Keogh, Event Director for the Monument Avenue 10k. “Working with partners like Ukrop’s and Kroger that share these goals will ensure another great event in 2017.”

Registration for the Ukrop’s Monument Avenue 10k Presented by Kroger and the Virginia529 Kids Run is now open at Both events are set for Saturday, April 1, 2017. Following the special Cyber Monday rate will be a Giving Tuesday registration offer on November 29. Participants who donate $20 to official race charity partners Kids Run RVA or the VCU Massey Cancer Center will receive $5 off their registration fee. The offer is available until 11:59p.m. on November 29, at which point registration will close and reopen on Thursday, December 1.

Additionally, registration for the YMCA 10k Training Team is also open. The 10-week program for walkers, joggers, and runners takes place at 20 locations around the region, including two new stroller-friendly sites. Training kicks off on Saturday, January 21, 2017.