Atlanta Track Club rebrands Peachtree Road Race

When runners and walkers lace up their shoes for this year's Peachtree Road Race, they will notice a big difference in the popular 10K's name.

The latest: The Atlanta Track Club said Tuesday that its flagship Independence Day event will now be known as the Northside Hospital Peachtree Road Race after the healthcare facility secured a naming rights partnership with the running organization.

• The Atlanta Journal-Constitution, which held the naming rights for the last 49 years, will remain the exclusive media partner for the race, said Rich Kenah, CEO of the Atlanta Track Club.

What they're saying: Kenah told Axios that partnering with Northside Hospital aligns with the Track Club's strategic plan, which calls for teaming up with healthcare organizations to promote health and wellness among Georgians.

• "We couldn't be more excited and energized about it," he told Axios.

Zoom in: Kenah told Axios the AJC will remain the exclusive media partner, meaning they will be the official source for coverage, promoting registration and providing race-day details.

• Along with Northside Hospital's website, AJC.com and the AJC's app will also be the place where people can vote for the T-shirt design contest.

Between the lines: The change comes a week after the AJC announced it would cut 50 positions, half of which would come from its newsroom.

By the numbers: The 2025 race drew around 54,000 participants, down from its "high watermark" of 67,000 people in 2019, Kenah said.

• With the United States celebrating its 250th anniversary this summer, Kenah said he hopes this year's race will surpass 60,000 participants.

What's next: Registration for the 2026 race starts March 18 for sponsor employees and charity entry participants.

• Atlanta Track Club member and lottery registration begins April 1.