Cocodona delivered 125 hours of livestream coverage. The Canyons 100K, with six Golden Tickets and a stacked field, got none. A business-lens look at why, and how to fix it for the future.
The real problem is that Hoka only allows WSER to choose golden ticket races off of a limited menu - "WSER has leverage and alternatives" is completely false. They have zero leverage and almost zero alternatives.
The responsibility is on Hoka to step up, not UTMB. If Hoka is going to demand that only a certain limited set of races be GT-eligible, then it's on them to make sure the races meet the quality one would expect from a GT.
Leverage and alternatives in the sense that if HOKA walked away there would still be plenty of races and sponsors ready to step up and fill the void. Sure, that doesn't help for 2027 since the GT field is set (and identical), but on a long-term time horizon WSER can prioritize other options, especially during it's next round of sponsor negotiations. Either way, I disagree that WSER, as one of the crown jewel races in the sports, as zero leverage and almost zero alternatives, especially beyond it's current sponsorship agreement.
I agree HOKA has responsibility here as the presenting sponsor, but the race organization manages the logistics and coordination of race broadcasts, not the presenting sponsor. It would be one thing if UTMB didn't have livestream capabilities, but they clearly do.
But the Hoka/WSER deal goes through 2029, right? So it's not just a 2027 issue. I'll be curious to see what happens as that comes up, but until then things are pretty locked in.
Yeah, 2029. It’s a fair point that there aren’t as many levers to pull in the short-term, but hopefully something more top of mind (for all involved) for the long-term.
Another great one, Seth. Thanks. I’d say beyond just establishing the live streaming capability for these races, once established they need to improve and mature as well. Learning form other more mature endurance broadcasts like cycling, the live streaming graphics and commentary should focus on the placement of the racers relative to each other, time apart, closing gaps, etc. Mountain post is a good attempt but still amateurish in its delivery. But step #1, get cameras out there! Thanks again.
Beyond live coverage, there is also a clear lack of content once races are over.
A good example is Transgrancanaria 2026. The live coverage was at least there, but the post-race content felt very limited. The organization released a short three-minute “highlights” video, but you barely see anything meaningful in it.
For a major European race, early in the calendar, with a stacked field, a major sponsor, and a lot of storylines to follow, that feels like a missed opportunity. Jonathan Albon had a big win there this year, and there was clearly much more that could have been covered, analyzed, and shared after the race.
When I see the amazing work done around Cocodona, there is definitely more to do for so many other big races.
It definitely seems like post-race content is race org specific. More post-race content would help elevate the race across the world and to fans who may not be as familiar. Good for presenting sponsors and athletes as well.
Great article about the costs. I'm curious what the ROI(real and intrinsic) is for the Cocodona livestream.
Sadly as a newcomer it seems like UTMB is like the Super Bowl, while WSER is like the Masters. Sure you could livestream golden tickets, that lead up the the Masters. But the UTMB is just fine as you said streaming its majors like Kodiak(which replaced Canyons right?) which to folks not that familiar canyons, seem similar to golden ticket races but with a higher rewards.
I wish there was a org to rival UTMB, because they're just another money grabbing org from what I understand. Which I understand, capitalism, but trail running I hope could be a bit different.
Mountain Outpost is a skilled social media machine, they are literally creating content with all these new formats. Incredible athletic performances are all around us, but that is not what the people want.
1. Golden ticket races have to be Hoka races. DeBo has stated this is part of the sponsorship. Big Alta is not an option. A lot of races in the US are not an option.
2. It's an assumption that UTMB didn't already approach Jamil about the livestream. Aravaipa has a full schedule and they are a very large race organization themselves in the US that directly competes with UTMB. The betting odds are that Jamil just told/tells them no. That means no US-based livestream option for UTMB.
3. The quoted figure of 100k for a live stream is not what it would cost UTMB to bring over a team from the EU. This is what it costs Mountain Outpost (a US-based team) to do the livestream in the US. An EU team being brought over would be substantially more and probably extremely hard for them to execute well as the States/Canyons course is much more remote than they are used to.
The real problem is that Hoka only allows WSER to choose golden ticket races off of a limited menu - "WSER has leverage and alternatives" is completely false. They have zero leverage and almost zero alternatives.
The responsibility is on Hoka to step up, not UTMB. If Hoka is going to demand that only a certain limited set of races be GT-eligible, then it's on them to make sure the races meet the quality one would expect from a GT.
Leverage and alternatives in the sense that if HOKA walked away there would still be plenty of races and sponsors ready to step up and fill the void. Sure, that doesn't help for 2027 since the GT field is set (and identical), but on a long-term time horizon WSER can prioritize other options, especially during it's next round of sponsor negotiations. Either way, I disagree that WSER, as one of the crown jewel races in the sports, as zero leverage and almost zero alternatives, especially beyond it's current sponsorship agreement.
I agree HOKA has responsibility here as the presenting sponsor, but the race organization manages the logistics and coordination of race broadcasts, not the presenting sponsor. It would be one thing if UTMB didn't have livestream capabilities, but they clearly do.
But the Hoka/WSER deal goes through 2029, right? So it's not just a 2027 issue. I'll be curious to see what happens as that comes up, but until then things are pretty locked in.
Yeah, 2029. It’s a fair point that there aren’t as many levers to pull in the short-term, but hopefully something more top of mind (for all involved) for the long-term.
Another great one, Seth. Thanks. I’d say beyond just establishing the live streaming capability for these races, once established they need to improve and mature as well. Learning form other more mature endurance broadcasts like cycling, the live streaming graphics and commentary should focus on the placement of the racers relative to each other, time apart, closing gaps, etc. Mountain post is a good attempt but still amateurish in its delivery. But step #1, get cameras out there! Thanks again.
Agree they should always be trying to get better!
Beyond live coverage, there is also a clear lack of content once races are over.
A good example is Transgrancanaria 2026. The live coverage was at least there, but the post-race content felt very limited. The organization released a short three-minute “highlights” video, but you barely see anything meaningful in it.
For a major European race, early in the calendar, with a stacked field, a major sponsor, and a lot of storylines to follow, that feels like a missed opportunity. Jonathan Albon had a big win there this year, and there was clearly much more that could have been covered, analyzed, and shared after the race.
When I see the amazing work done around Cocodona, there is definitely more to do for so many other big races.
It definitely seems like post-race content is race org specific. More post-race content would help elevate the race across the world and to fans who may not be as familiar. Good for presenting sponsors and athletes as well.
Great article and great topic! More live streams!
Want want all the livestreams!
Great article about the costs. I'm curious what the ROI(real and intrinsic) is for the Cocodona livestream.
Sadly as a newcomer it seems like UTMB is like the Super Bowl, while WSER is like the Masters. Sure you could livestream golden tickets, that lead up the the Masters. But the UTMB is just fine as you said streaming its majors like Kodiak(which replaced Canyons right?) which to folks not that familiar canyons, seem similar to golden ticket races but with a higher rewards.
I wish there was a org to rival UTMB, because they're just another money grabbing org from what I understand. Which I understand, capitalism, but trail running I hope could be a bit different.
Mountain Outpost is a skilled social media machine, they are literally creating content with all these new formats. Incredible athletic performances are all around us, but that is not what the people want.
A few comments:
1. Golden ticket races have to be Hoka races. DeBo has stated this is part of the sponsorship. Big Alta is not an option. A lot of races in the US are not an option.
2. It's an assumption that UTMB didn't already approach Jamil about the livestream. Aravaipa has a full schedule and they are a very large race organization themselves in the US that directly competes with UTMB. The betting odds are that Jamil just told/tells them no. That means no US-based livestream option for UTMB.
3. The quoted figure of 100k for a live stream is not what it would cost UTMB to bring over a team from the EU. This is what it costs Mountain Outpost (a US-based team) to do the livestream in the US. An EU team being brought over would be substantially more and probably extremely hard for them to execute well as the States/Canyons course is much more remote than they are used to.
Even if all of these were true, it's still unacceptable to not have livestreams for the biggest races.
While HOKA has all the GT races now, it doesn't mean that it'll be that way forever.