The East Side businesses that backed the 2026 ride.
Brewery and taproom on Hamilton.
823 E Hamilton St, Milwaukee, WI 53202
They host the start and the finish. Every rider rolls out of their lot at eleven and comes back to it for the beer and the brat. Handing a taproom over to 137 cyclists on a Saturday is a real thing to agree to, and they agreed to it.
Sports medicine and wellness clinic on Prospect. Athletic trainers and massage therapists.
2165 N Prospect Ave, Milwaukee, WI 53202
Sponsor since 2025. That year they gave out free massages after the ride, which is a good thing to find at the end of 14 miles. For 2026 they are picking the best checkpoint selfie and awarding that rider a prize.
Bike shop on Hamilton, up the street from the start. Parts, tires, and tools.
914 E Hamilton St, Milwaukee, WI 53202
Sponsor in 2024, 2025, and 2026. Prize packs every year. Three years running is an easy thing to quietly stop doing, and they haven't.
These two backed this when it was still just a crazy idea and I had nothing to show anybody. Backing something unproven takes more than backing something that already works. I am deeply thankful for what they did.
The East Side rule started after the 2025 ride, so it never applied to them.
Sponsors are brick-and-mortar businesses on the East Side. Not brands, not regional chains, not anybody without a door you can walk through. That rule doesn't bend.
What sponsors provide: prizes, discounts, or hosting.
What sponsors get: a writeup like the ones above, a mention on social, and presence on ride day.
What sponsors don't get: logos on the shirts. The merch is not advertising space. That's the same reason riders don't get turned into billboards.
If you run a place on the East Side and want in, get in touch.
The RiverBEAST Ride is a Poovey Farms Racing MKE production. All ten dollars of every registration goes to Sauce Milwaukee. Here is what that costs and how it works.