Sports Backers Unveils Medal, Shirt Design, and Exciting Announcements for the 2025 Event at ‘10K Reveal Day’
RICHMOND, VA – Monument Avenue will once again come alive with energy and excitement as the 26th running of the Ukrop’s Monument Avenue 10k presented by Kroger takes place on April 12, 2025. During the annual ‘10K Reveal Day’ event at Ukrop’s Market Hall, Sports Backers unveiled the finisher medal, participant shirt, and several exciting updates for this year’s race.
Sports Backers has reported a significant rise in participation across its events over the past year, setting the stage for another successful 10k. In 2024, the Ukrop’s Monument Avenue 10k welcomed over 24,000 participants, and the event has drawn more than 500,000 runners and walkers since its debut in 2000—solidifying its place as a cornerstone of the Richmond community. Richmond’s support of the event, along with the enthusiasm of neighbors along Monument Avenue, adds a unique component to the 10k, with over 90% of participants from the Richmond region.
For the second consecutive year, the event’s finisher swag was designed by Think, a Richmond-based branding and creative services agency. The 2025 participant shirt features a retro-inspired design revolving around the very thing that brings people together at the 10k—active living. The design features a variety of textural elements bringing a bit of celebratory flair and energy, while also embodying the spirit of the event. Complementing the shirt is a striking finisher medal with an electric green ribbon, making these keepsakes truly memorable.
“The Ukrop’s Monument Avenue 10k presented by Kroger has become a truly iconic Richmond event,” said Meghan Keogh, Race Director of the Ukrop’s Monument Avenue 10k. “We know how important race day swag is to all our participants, and we want these items to capture the spirit of the event. Think did a phenomenal job creating designs that runners and walkers will treasure for years to come. We’re excited to see everyone in their 10k shirts around town after event day.”
“Every year the Ukrop’s Monument Avenue 10k presented by Kroger is a highlight for us,” said Bobby Ukrop, CEO of Ukrop’s Homestyle Foods. “We’re proud of the event’s success and longevity and look forward to introducing it to new participants for years to come.”
“Kroger is honored to be the presenting sponsor of the Ukrop’s Monument Avenue 10k for the past eight years,” said James Menees, Corporate Affairs Manager with Kroger Mid-Atlantic. “The 10k brings the Richmond community together like no other event. Promoting health and wellness is a priority for Kroger, and this event aligns perfectly with those values—while also making it fun.”
The Atlantic Union Bank 10k Mini, a one-mile fun run for kids ages 4-12, will also take place on April 12. This event, which uses the same finish line as the 10k, introduced chip timing in 2024 to encourage young participants to take pride in their achievements. It sold out in 2024 with over 1,200 participants. The 10k Mini provides an excellent opportunity to introduce kids to fitness while emphasizing the fun of staying active.
“There is nothing quite like seeing the first Atlantic Union Bank 10k Mini runners cross the finish line on race day, “said Beth Shivak, Senior Vice President, Head of Corporate Communications at Atlantic Union Bank. “It’s amazing to see so many kids realizing how rewarding living an active lifestyle can be, and we’re proud to play a part in that.”
Sheehy Auto Stores is returning as the sponsor of the Post Race Festival and will provide technical training shirts for all participants of the YMCA 10k Training Team. They will also be providing the official lead vehicle. The Richmond Experience is back for their third year as the presenting sponsor of the 10k Spirit Contest. Last year, 31 groups competed to be named the most spirited. New this year, Chick-fil-A has signed on as the official Bag Check sponsor. Clark Construction will also be coming on as a first-time supporter of the event. Other sponsors joining the event this year include Virginia Department of Health, Nuun, Fleet Feet, Reign Storm, and JonnyPops.
VCU Massey Cancer Center is celebrating its 20th year as the official charity partner for the 10k. The Massey Challenge remains a powerful platform for fundraising, allowing participants to honor loved ones affected by cancer while supporting groundbreaking research. Participants donning gold Massey Challenge shirts and commemorative bibs always bring added energy to race day, especially at the Massey Mile, a beloved highlight of the course.
This year’s race marks a significant milestone as it will be the last Ukrop’s Monument Avenue 10k with Jon Lugbill serving as Executive Director of Sports Backers. A pivotal figure in the event’s success, Lugbill has been involved since its inception and will retire in June 2025 after 32 years with Sports Backers. The organization looks forward to seeing him join the ranks of participants in future races.
Note: Registration prices for the Ukrop’s Monument Avenue 10k presented by Kroger will increase on February 1. For more information and to register, visit www.sportsbackers.org/events/monument-ave-10k.
The Richmond Experience Sponsors the 10k Spirit Contest
The 10k Spirit Contest presented by The Richmond Experience aims to celebrate the groups that famously cheer on 10k participants by awarding superlatives and cash prizes. Judges will select one participating group to receive a Grand Prize of $250. Judges will also select winners for Best Porch Party, Judges Choice, Most Spirited, and Best Theme. The groups selected for each of these superlatives will win $100.
You can find more information on the 10k Spirit Contest presented by The Richmond Experience at https://www.sportsbackers.org/events/monument-ave-10k/10k-spirit-contest/.
YMCA 10k Training Team Kicks Off on February 1
Registration is also open for the YMCA 10k Training Team, and the team is set to hold its first group training session on Saturday, February 1. The 10-week program emphasizes the team approach to training as it prepares participants to successfully cover 6.2 miles on April 12. Whether you are looking to jumpstart your fitness journey or are ready to add more intense workouts into your training schedule, the motivational coaches, and supportive teammates on the YMCA 10k Training Team will have you ready for race day.
The YMCA 10k Training Team will take place at 18 host sites around the Richmond region, including YMCA branches and select community locations. More details and registration for the YMCA 10k Training Team can be found at https://www.sportsbackers.org/training-team/ymca-10k-training-team/.
Both the YMCA 10k Training Team and Ukrop’s Monument Avenue 10k will offer income-based registration rates for anyone who qualifies and would otherwise not be able to participate. More details can be found at https://www.sportsbackers.org/events/monument-ave-10k/10k-pricing-registration/.
VCU Massey Comprehensive Cancer Center celebrates 20 years as the official Charity Partner of the 10k
The VCU Massey Comprehensive Cancer Center and Sports Backers Youth Programs will once again serve as the official event charity partners of the Ukrop’s Monument Avenue 10k presented by Kroger. 2025 marks the 20th year of the partnership between Massey and the 10k, allowing participants to act in the fight against cancer and help raise crucial funds for Massey’s life-saving mission.
This year is particularly exciting as Massey celebrates its 20th anniversary of being involved with the 10k. As a National Cancer Institute-designated Comprehensive cancer center, Massey is among the top 4% of cancer centers across the country and the first in a new generation of community-centered cancer centers — one where world-class science and research is informed by the people we serve.
With cancer impacting 1 in 2 men and 1 in 3 women over their lifetimes, the fight against cancer is a fight we all can stand behind. Massey’s commitment to improving the health of our community and to advancing access and education to help prevent, detect, and treat all cancers, makes them the perfect charity partner for the event. 10k participants can “10K the Massey Way” leading up to and on April 12 by creating their own personalized fundraising page at www.masseychallenge.com.
Sports Backers Youth Programs to Serve as Event Charity Partner
Sports Backers invests in the future of active living in our region through our youth programs such as Kids On The Move and the Active Living Leadership ALL Stars Program. From the youngest kids getting an opportunity to be a part of a fitness club, reaping the socio-emotional benefits while moving more, to those on their way to adulthood and applying to college, Sports Backers is passionate about supporting Richmond region youth. We do this by providing the resources they need to be successful, whether that be a pair of running shoes for a child in need, covering the cost of bus transportation for a run club to attend one of our signature events, or providing a scholarship to a promising student-athlete. Your donation makes it possible for us to support the most important part of our community – our kids. They are the future, and we know that by investing in them and instilling healthy habits now, it benefits us all.
For more information and registration for the 2025 Ukrop’s Monument Avenue 10k presented by Kroger, please visit www.sportsbackers.org.
About Sports Backers
With a key message of Let’s Go, RVA, the mission of Sports Backers is to inspire to live actively. A nonprofit organization, Sports Backers is dedicated to producing nationally recognized quality sporting events and programs that motivate residents and visitors alike to be more active, supporting youth running and fitness programs, and advocating for safe and connected networks of bike and pedestrian infrastructure. Learn more at sportsbackers.org.
