Stran & Company, Inc. (SWAG) shares climbed Friday after the branded merchandise provider announced it's locked in for three more years with a globally recognized running organization.

The multimillion-dollar extension keeps Stran as the merchandise partner for what the company describes as one of the world's largest marathons, plus the nonprofit's other major adult and youth racing events.

What The Deal Covers

Stran will handle branded apparel and merchandise for high-volume event needs—think thousands of finisher shirts, race gear, and all the logistical headaches that come with outfitting a world-class marathon.

The extension builds on what's already a long-standing relationship, which suggests the nonprofit is happy with Stran's work. That confidence matters when you're dealing with tight deadlines and massive scale.

For Stran, the deal checks two important boxes: predictable recurring revenue and deeper entrenchment with a marquee client. Both align nicely with the company's strategy of cultivating long-term partnerships rather than one-off projects.

Andy Shape, Chief Executive Officer of Stran & Company, said the extension validates the company's ability to execute for world-class clients. Supporting a marathon at this scale, he noted, demands precision, reliability, and strong execution under pressure.

Shape added that the agreement delivers meaningful revenue visibility and reinforces Stran's position in the sports and experiential marketing arena.

SWAG Price Action: Stran & Co shares were up 14.50% at $2.29 at the time of publication on Friday.