The longest-running stage race in the U.S. will roll into Fayetteville this spring with a new title sponsor.
Walmart is making a “meaningful” investment to the race, according to Dan Bartlett, the company’s executive vice president for corporate affairs.
“The Joe Martin Stage Race has a deep, rich heritage here in the region,” Bartlett said. “Many young children across America’s first experience with cycling comes with buying a bike from Walmart. And for us, to be on the other side of the spectrum of promoting and helping support some of the greatest athletes our country has in a sport that is growing like it is – it just seemed like an opportunity we couldn't pass up.”
Bartlett wouldn’t disclose the dollar amount of the sponsorship. The partnership was facilitated by Ozark Outdoor Foundation, a charitable organization dedicated to creating healthy and enriching outdoor experiences in Arkansas.
Walmart’s sponsorship will enable the race organization to livestream the final stage, and provide enhanced video coverage and live tracking of the racers in the other stages. It will also bring equity to the women’s race.
“Livestreaming the race and remaining on the UCI calendar are really important for our women's teams,” race director Bruce Dunn said. “We are able to offer a greater purse for both men and women. And so that's something that we're very excited about. Interesting enough, on the international level, the purses are not equalized. They will be at the Walmart Joe Martin Stage Race. When you're doing two races, two rolling enclosures on the same day, you want to make sure you have equal assets and support. And now that's going to be a possibility.”
Defending women’s champion, Skylar Schneider of L39GION of Los Angeles, has raced Joe Martin since 2016, the first year she was eligible to race in a UCI event.
“It was my first podium in a UCI race and I believe that opened a lot of doors for me in my career,” she said. “After that, I spent three years on the No. 1 ranked team in the world. And last year, I came back to the U.S. to join the most important team in the world and that was L39ION. And in August, we were able to participate in Joe Martin and that was my first UCI overall win. So this race has had a big impact in my career, as well as many other cyclists. And it's really inspiring to hear the emphasis it's going to have on women in the sport in particular. Since August, I've had the opportunity to visit Bentonville a number of times, and it definitely has a piece of my heart. And it's inspiring to see the women's community there. And any part I can play in inspiring more women to get on bikes, either recreationally or to race — that gives me a lot of fulfillment.”
Eric Hill, founder of the Project Echelon race team, said Fayetteville has become a second home to the team.
“We're really excited for this new platform in this growth that Walmart is bringing to be able to share our mission of educating, equipping and empowering veterans through physical activity at another level, and to be able to showcase the talents of our athletes on our team through this platform,” he said.
Dunn said the sponsorship will open up possibilities for future growth beyond Fayetteville, maybe even into different parts of the state beyond Northwest Arkansas.
“The ultimate goal is not only to make the Walmart Joe Martin Stage Race the largest competitive road cycling race in North America,” he said. “But it's my dream and hope to elevate professional cycling in the United States to the same level as many of the other professional races and sports in our country.”