CLIF Recognized as Official Nutrition Sponsor of TrailRunner UROC

Trail Runner magazine and Bad to the Bone Endurance Sports announce CLIF as official nutrition sponsor for the inaugural Ultra Race of Champions (UROC) on Sept 24th, 2011 in Virgina.
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Trail Runner magazine and Bad to the Bone Endurance Sports announce CLIF as official nutrition sponsor for the inaugural Ultra Race of Champions (UROC) on Sept 24th, 2011 in Virgina.

August 15, 2011, Carbondale, CO, and Charlottesville, VA—Trail Runner magazine and Bad to the Bone Endurance Sports have joined forces for the first-ever ultrarunning championship race. On September 24th, 2011, the world's best ultrarunners will race for 100 kilometers and compete for a slice of the $10,000 prize purse in the Trail Runner Ultra Race of Champions (UROC).

“Until now, there has been no definitive ultra championship race,” says current Western States 100-Mile Endurance Run record holder, Geoff Roes, also the Trail Runner UROC Elite Athlete Liaison. “Most elite runners want a race that will guarantee them a chance to run against other top runners, and those I've spoken with say they are willing to change their racing schedule for the opportunity to run the inaugural Trail Runner UROC.”

CLIF® BAR will provide on-course nourishment for UROC runners, including CLIF® BAR energy bars, CLIF SHOT® Energy Gel, CLIF SHOT BLOKS®, and CLIF SHOT® Electrolyte Replacement Drink. Created with a passion for the outdoors, CLIF BAR supports some of the world's top ultrarunners, including UROC competitors Geoff Roes, Dave Mackey and Joelle Vaught. “These athletes and this event embody the CLIF BAR spirit, where the journey is as important as the finish line,” said Ricardo Balazs, sports culture manager for running at Clif Bar & Company. “We're thrilled to be a part of the inaugural Ultra Race of Champions. It's a unique opportunity to support an incredibly rich field of trail runners at what promises to be an epic race.”

Directed by Bad to the Bone Endurance Sports, UROC ( is the creation of J. Russell Gill and Francesca Conte, founders of Charlottesville Running Company and Bad to the Bone. “We want this to be the event,” says Gill. “We've been developing the concept for several years, and are doing everything possible to bring the best of the best together for one day, while keeping Trail Runner UROC open to all runners.”

The 2011 race will take place just outside of Charlottesville, within Virginia's scenic Blue Ridge Mountains. And while the world's best ultrarunners will contend for a cash purse, UROC encourages runners of all abilities to come out and share the course. Trail Runner UROC strives to support the intimate “family” culture of trail and ultrarunning. The 100K course features 12,948 feet of elevation gain and loss, miles of singletrack, mountain gravel roads and the picturesque Blue Ridge Parkway. For runners looking for a shorter challenge, the Über Rock 50K and Cruxy Half Marathon will take place the same day and share sections of the Trail Runner UROC course.

“We're excited to partner with such experienced and respected trail runners and race directors as Gill and Francesca to promote and grow this unprecedented event,” says Michael Benge, Editor of Trail Runner magazine, the title sponsor of UROC. “The Trail Runner UROC constitutes the first-ever formal ultrarunning championship, the veritable Superbowl of Ultrarunning.”

Companies interested in sponsoring the inaugural Trail Runner UROC, please email J. Russell Gill at or Cynthia Bruggeman at

About Trail Runner magazine As the leading publication for one of North America's fastest growing sports, Trail Runner features in-depth editorial and compelling photography that informs, entertains and inspires readers of all ages and abilities to enjoy the outdoors and improve their health and fitness through trail running.

About Bad to the Bone Endurance Sports
Bad to the Bone Endurance Sports strives to motivate runners of all backgrounds to challenge themselves by directing premiere trail- and road-running events in the Shenandoah Mountains of Virginia. For almost 10 years, Bad to the Bone Endurance Sports events have reflected owners Gill and Francesca's decades-long knowledge and passion for running.

About Clif Bar & Company
Clif Bar & Company is a leading maker of nutritious and organic foods and drinks for people on-the-go, including CLIF® BAR energy bar, LUNA®, The Whole Nutrition Bar for Women®; and CLIF Kid®, Nourishing Kids in Motion®. Focused on sports nutrition and healthy snacks, the company is committed to sustaining its people, brands, business, community and planet.

Recently Clif Bar & Company was ranked the No. 1 brand in the Forbes Breakaway Brands survey, conducted by Landor Associates using Young & Rubicam's BrandAsset Valuator database measuring brand momentum from 2006 to 2009. (