Athlete Pregnant, Sponsor Drops Her Allegedly

Marathon runner Emma Bates has claimed that her energy product sponsor, UCan, ended their three-year partnership after she informed them of her pregnancy. Bates shared this on social media, noting she has been seeking new gels. She announced her pregnancy on March 5, 2026, approximately three months after competing in the Valencia Marathon while in the early stages of pregnancy.

UCan has contested Bates's account, stating their decision to end the partnership was made in September 2025, prior to their knowledge of her pregnancy, as part of routine business planning. The company asserts they offered a restructured proposal that Bates declined, expressing pride in their past collaboration and support for athletes through all life stages.

Bates's representative disputes UCan's timeline, confirming discussions continued after September and that an offer made in December was subsequently altered. Bates is a prominent US long-distance runner with strong performances in major marathons. Her contract with Asics remains unaffected, with the company confirming they honor contracts through pregnancy.

This situation echoes past controversies involving other prominent female athletes, such as Alysia Montaño and Allyson Felix, who experienced pay reductions or contract renegotiations from sponsors like Nike during their pregnancies. Following these high-profile cases, many sportswear companies have since revised their maternity policies.