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Partnerships key to growth for London Triathlon over next few years


The London Triathlon will be back ‘bigger and better in 2019’ under the new ownership of Limelight Sports. The triathlon in the UK capital attracts up to 11,000 athletes; and Limelight Sports is looking to grow the event significantly over the next few years.

In October 2018, Limelight Sports, ‘the agency of the Active World’, confirmed it is taking over the running of three major mass participation events – the London Triathlon, Blenheim Palace Triathlon and Etape Caledonia sportive from 2019. The events are being licensed by owner IMG, the leading sports, events, fashion and media company.

Once again, the London Triathlon event combines four distances: Super Sprint, Sprint, Olympic and Olympic Plus taking place over two days on Saturday 27th and Sunday 28th July. Sunday’s Westminster’s route enables athletes to race around iconic London landmarks such as Big Ben, followed with a short lap turning at Billingsgate.

With two new opportunities for athletes this year, London based athletes will be able to use the London Triathlon as part of the London League and a new partnership with British Triathlon. There is also a big focus on getting new athletes into the sport with plenty of opportunities within the Super Sprint distance.

In addition, over 500 corporate participants took part in the 2018 event, and Limelight Sports will be looking to build on this over the next few years. This will mean developing a stronger corporate offering in 2019, unique corporate waves will take place on Saturday 27th July, providing an experience for companies of all sizes.

Supporting these events is the Weekend Warrior challenge, billed as ‘the ultimate test of endurance’. Here, ‘warriors’ must complete as many triathlons as possible during the racing hours available, across both days of the weekend. The winner is the warrior to complete the furthest distance. The current record is held by Chris Dunn who completed a total distance of 246km over the weekend.

Commercial partners in 2019 include Zone3, PedalSure, Tenzing, Hoka, RG Active and Find A Race. As with all of Limelight’s event portfolio, charity partnerships are at the forefront of the event with Macmillan Cancer Support and Great Ormond Street Hospital Children’s Charity as the gold charity partners.



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