The organisers of the 2013 PruHealth World Triathlon Grand Final London have bolstered the event’s sponsorship roster following a partnership with leading international investment manager Threadneedle Investments (Threadneedle). This latest deal, which comes in the wake of PruHealth’s title sponsorship of the Hyde Park event, underlines the appeal of triathlon to the financial community.
With two leading financial services organisations backing the World Triathlon Grand Final London, the ITU World Triathlon Series (ITU WTS) is clearly expanding its reach, with non-endemic industry sponsors eager to get on-board.
Gary Collins, Head of EMEA Sales, Wholesale for Threadneedle, said “We are very pleased to announce our support of the PruHealth World Triathlon Grand Final London. Triathlon is an exciting sport, rapidly growing in popularity around the world. The Grand Final will welcome around 8,500 athletes from more than 50 countries and gives all athletes the opportunity to compete at the 2012 Olympic Triathlon venue.
“We plan to take Threadneedle’s ‘Out-think, out-perform’ investment philosophy to heart, and will be inviting our employees and clients to take part in this exciting event. We’re also looking forward to extending our support to sports-related community organisations via the Threadneedle Foundation.”
ITU President and IOC Member Marisol Casado said “We are delighted to have Threadneedle join as a partner for the Grand Final and are looking forward to working with Threadneedle, their employees and clients to bring our exciting race series back to London.”
In January 2013, the International Triathlon Union (ITU) and organisers of the 2013 ITU World Triathlon Grand Final London confirmed their partnership with PruHealth, a leading health insurance and wellness programme provider in the United Kingdom.
As part of the latest deal, PruHealth will activate its sponsorship as the title sponsor of the event, which will be known as the PruHealth World Triathlon Grand Final London.
This year marks the fourth time the ITU World Triathlon Series has staged an event in London and the first time hosting the Grand Final, with races held at the iconic Olympic venue in Hyde Park on 11-15 September 2013.
The PruHealth World Triathlon Grand Final London will be available live on TV to an international audience of more than 160 countries, as well as streamed online.
Upsolut, the marketing agency of the ITU World Triathlon Series and an agency of the Lagardère Unlimited Group, brokered the partnership. Tim Stemp, Chief Commercial Officer of the ITU World Triathlon Series said, “Triathlon is an increasingly popular sport for professional, driven audiences and it is very exciting to partner with Threadneedle to deliver a stakeholder engagement programme that will support participation in the event, as well as community projects through the excellent work of the Threadneedle Foundation.”
The event is being organised in partnership between Upsolut Sports UK and British Triathlon and is part of UK Sport’s Gold Events Series, the UK’s legacy programme of major international sporting events. It is supported by the Mayor of London as one of the first major legacy events happening in London after the London 2012 Olympic Games.
Running alongside the PruHealth World Triathlon Grand Final and Age-Group World Championships – the five day World Triathlon Expo takes place on 11-15 September 2013 in Hyde Park, London.
Unlike last year, where the London 2012 Olympics had more limited commercial opportunities for endemic and non-endemic sponsor brands, in 2013 the PruHealth World Triathlon Grand Final is gearing up to fully celebrate and spread the word about triathlon.