Melbourne–based premium apparel brand MAAP and athletic events producer Life Time have announced a multi-year sponsorship agreement – with MAAP becoming the official Performance Cycling Apparel Sponsor of the Life Time Grand Prix, the premier off–road cycling series in the United States.
The partnership aims to support the professionalisation of gravel racing while preserving the discipline’s unique community spirit. As part of the agreement, MAAP will outfit series leaders with an official podium jersey and launch two major initiatives: the ‘Future of Off–Road Racing Fund’ and a live discussion series.
The ‘Future of Off–Road Racing Fund’ is designed to support the next generation of professional athletes. Each season, the programme will provide financial grants and technical race apparel to two Under–23 riders (one male and one female). The fund will be supported by proceeds from an exclusive MAAP Official Supporters Jersey.
Ian Elliott, CEO at MAAP, said “We are witnessing the rapid progression of a professional discipline in real–time. With that comes a collective responsibility to learn from those who paved the way by investing in progressing the sport alongside those who love and live it. The ‘Future of Off–Road Racing Fund’ is an expression of this greater ambition we have at MAAP.”
To engage the wider community, the ‘Future of Off–Road Racing’ Live Series will feature in–depth panel discussions at each event. These sessions will include athletes, experts, and stakeholders discussing the evolution of off–road racing. The discussions will be broadcast across the Life Time Grand Prix’s international media channels and integrated into live race coverage.
MAAP Privateer Payson McElveen said “Today, some young riders dream of chasing Unbound or the Life Time Grand Prix rather than XCO or road racing, so it’s incredibly encouraging to see programs created to support that next generation of athletes.”
Rosa Klöser, also a MAAP Privateer, added “If we want off–road racing to keep evolving, we need to create real and accessible pathways for the next generation. Supporting young riders today is what ensures the level and diversity of racing down the road.”
The sponsorship will debut at the Sea Otter Classic in Monterey, CA, on April 16, 2026. The first live panel discussion is scheduled for 12:30 PT on April 17, 2026, at the Sea Otter Awards Podium.
www.maap.cc
www.lifetimegrandprix.com
