• by Danielle Oster , March 21, 2025

Next month, Clif Bar will take its place as a sponsor of the Boston Marathon.

The Boston Athletic Association and the Mondelez International-owned brand entered a three-year partnership designating Clif Bar as the official energy bar of the Boston Marathon. Clif Bar announced the news on its Instagram this week, in a post also shared on the Instagram page for the Boston Marathon.

To kick off its association with the event ahead of the 129th Boston Marathon April 21, the brand donated 10 marathon race bibs to runners who finished within 10 seconds of the qualifier’s cut-off time.

“As one of the most prestigious road racing events on the planet, the Boston Marathon represents the pinnacle of achievement for runners worldwide," Nicolas Henault, senior marketing director for Clif Bar at Mondelez, said in a statement. “Along with our 30-plus-year heritage of helping powering athletes—most recently with giving race entries to runners who otherwise wouldn't be able to participate in this year's marathon—this partnership underscores our deep commitment to helping runners raise their bar every day and joining them in celebration when they achieve what once felt impossible."

Before and during the marathon, April 17-22, the brand will host “The Clif Bar” at Rosebar Boston, in close proximity to the finishing line. The experiential activation will act as an “all-inclusive destination for all runners' needs, with exclusive merchandise and inspiring community programming -- including guided runs, recovery support, race day fuel, bespoke events and good vibes throughout the week,” according to the brand. Clif Bar will also make an appearance at the Bank of America Boston Marathon Expo from April 18-20, at the Hynes Convention Center.

The brand is also kicking off a national initiative on fitness app Strava debuting March 21. Clif Bar’s “Raise Your Bar Challenge” runs through April 21, challenging runners across the country to hit milestones to unlock rewards.