On foot, by bicycle, through water and combinations of the above, distance races such as marathons and ocean races are a global phenomenon. Running and cycling races have become a big business in recent years, due to the opportunity for sponsorship and the brand affinity that comes with it. Races including Tough Mudder, the Boston Marathon and the Tour de France have taken their place among sporting events such as the Super Bowl and the World Cup for the name recognition. But instead of paying to watch, fans are paying (and training) to play.