Recent research highlights the significant impact of managerial industry tournament incentives on internal firm decisions. However, their potential impact on external stakeholders-in the context of evolving product market relationships-has received scant attention. To address this gap, we examine the effect of customer aspiration, incentivized by CEO industry tournaments (CITIs), on supplier innovation. Utilizing customer-supplier pair-level data from 1992 to 2018, we establish that customer CITIs enhance supplier innovation, both in quantity and quality. Additionally, we identify that CITIs positively impact the relationship-specific innovation and market valuation for suppliers. The effect of CITIs is more pronounced when customers are larger, geographically closer, socially connected, and have long-standing relationships with their suppliers. The results remain robust to alternative specifications and considering potential endogeneity issues. Our study highlights the bright side of executives’ industry tournament incentives, which not only drive innovation within the sector but can also positively influence related sectors within the supply chain.