Endemic-Sponsored Journalism/Media is a Disservice to Industry Progress

Building a trail running media company has taught me a hard truth - the endemic partnership model fundamentally compromises objective journalism.

I understand not all trail running media companies are aiming at objective journalism. In fact, very few look to hold the industry accountable. There are exceptions: Marley Dickinson at Canadian Running or Rock Fight (not trail running, but outdoor generally) for example.

Here's the dilemma:

When brand XYZ sponsors Borderlands, I can't critically cover their products or practices without risking loss of revenue or future contracts.

When they're not yet a sponsor but I want their business, I'm tempted to offer outsized praise to attract their attention.

This dynamic doesn't just damage audience trust—it creates an "emperor has no clothes" situation where media outlets collectively avoid addressing real industry problems so everyone thinks trail running is without error or problem.

Growing industries need honest, critical coverage to evolve.

The endemic sponsorship model makes this nearly impossible.