Chevron, which markets the Texaco Havoline brand in Europe, has announced its appointment as the International Triathlon Union’s (ITU) first official OTT Digital Partner.
The over-the-top (OTT) content partnership comes as the ITU launches its new-look on-demand streaming platform that will see its TriathlonLive.tv service seek to ‘cement its position as the world’s home for live triathlon racing coverage, as well as exclusive features and a vast library of content and highlights.’
“This is an exciting new partnership for Texaco Havoline,” said James Welchman, Manager Marketing at Chevron Lubricants EMEA. “As a brand, we have supported triathlon for several years, as the ‘keep going’ ethos of its athletes works in perfect synergy with our own values and motivations. This ground-breaking new platform will bring new audiences around the globe closer to the action and we are delighted to be associated with its launch, as well as being an integral part of supporting its future developments.”
Texaco Havoline has been a long-time supporter of triathlon, most notably with its ongoing sponsorship of triathletes Richard Murray and Rachel Klamer.
Subscribers to the new Texaco Havoline sponsored platform will be able to watch the ITU World Cup alongside athlete interviews and other features, including training tips and advice from team coaches as the brand supports TriathlonLive.tv in its quest to become the ultimate on-demand sports endurance channel.
“We are thrilled that the ITU’s OTT platform is entering a brand new era and with the assistance of Texaco Havoline, we aim to significantly broaden its reach and scope, delivering not just world-class live broadcasts of the biggest races, but entertaining content that will offer triathlon fans unique insights into our athletes as well as the sport we love,” said ITU Head of Commercial and Marketing Kris Gemmell.
“Those already familiar with the platform will be delighted with these changes and the new mobile app also being launched, while newcomers to TriathlonLive.tv will discover an invaluable product.”