The International Triathlon Union (ITU) has today confirmed a three-year partnership with leading international investment management firm Threadneedle Investments (Threadneedle) to become the global financial sponsor of the ITU World Triathlon Series (ITU WTS).
The announcement follows Threadneedle’s successful partnership at the 2013 PruHealth World Triathlon Grand Final in London. It also marks an important investment into the sport of triathlon from a non-endemic sponsor, illustrating the wider appeal of triathlon and its growing mass participation audience.
At the London Grand Final, Threadneedle introduced the inaugural Threadneedle Team Triathlon for its clients and employees who helped raise over £20,000 for worthy causes. This was then matched by the Threadneedle Foundation for Access Sport.
Last year, Threadneedle teamed up with Access Sport to develop Tri-3-Sportz, a legacy programme designed to break down barriers to triathlon and make the sport more accessible to young people in London.
Marisol Casado, ITU President and IOC Member, said “We are thrilled to grow our partnership with Threadneedle. Triathlon demands precision, focus, and drive, all of which Threadneedle exemplifies on a daily basis, making them an ideal and like-minded organisation with which to work.”
Gary Collins, Head of EMEA Sales, Wholesale for Threadneedle, said “We are pleased to confirm our three-year partnership with the ITU. Triathlon is an exciting sport, rapidly growing in popularity around the world. Partnering with the ITU for the World Triathlon Series allows us to engage our clients and employees in key markets and support sports-related community organisations via the Threadneedle Foundation.”
Tim Stemp, Chief Commercial Officer of the ITU World Triathlon Series said:“Triathlon attracts ambitious and energetic individuals. Our partnership with Threadneedle Investments enables a global platform to engage employees, customers and the broader community in a unique and meaningful way.”
Lagardere Unlimited Events, the marketing agency of the ITU World Triathlon Series, brokered the sponsorship.
Entering its sixth year in 2014, the ITU World Triathlon Series will showcase eight first-class events starting off in Auckland, New Zealand, followed by races in Cape Town, Yokohama, London, Chicago, Hamburg, Stockholm and will cap off the season with the World Triathlon Grand Final in Edmonton, Canada.
All elite women’s and men’s races will be broadcast live to an international TV audience in more than 160 countries, as well as streamed online. Each stage will also feature age-group races, enabling international participation from age group triathletes who are keen to race on the same course as the elites.