It is noticeable that all products that are promoted and sold in the context of ultra races are either related to consumption of nutrients for running before, during and after race; or the equipment, in general for outdoor activities, aside from running. Which all together is clearly opposed to the majoritarian forces in televised spectacles of team sports that promote other less athletic consumptions. See @slack2003commercializationofsport: PART V: Sport Sponsorship, Chapter 14, Spectator Sport’s Strange Bedfellows: The Commercial Sponsorship of Sporting Events to Promote Alcohol, Tobacco and Lotteries, by Stephen R.McDaniel, Daniel S.Mason and Lance Kinney, pp. 277-296.