Land Rover Become Title Sponsors of TriRock Triathlon Series

November 24, 2011

Competitor Group, Inc (CGI), the leading media and event resource in the active lifestyle industry, announced that Land Rover North America will become the title sponsor of the TriRock Triathlon Series.

Land Rover Select Certified Pre-Owned will also become the official automotive partner of the rock-themed triathlon series, which will expand from four events to a national schedule of six Olympic and sprint distance triathlons in 2012.

Michael Ashton, National Remarketing Manager, Jaguar Land Rover North America, LLC, said: “Land Rover is excited to begin our sponsorship of the TriRock Triathlon Series and believe it will be a great opportunity to showcase our new Land Rover Select Certified Pre-Owned (CPO) Warranty Program with a growing base of triathletes. The sport of triathlon is a growing sport that we feel connects well with our Land Rover brand values. We look forward to working with the Competitor Group to show current and new triathletes across the country how owning a Land Rover Select CPO fits perfectly with their adventurous lifestyle.”

Created by the organizers of the Rock ‘n’ Roll Marathon Series, the TriRock Series launched in San Diego on September 12, 2010 to a sold-out field of 1,200 triathletes. The series expanded to four markets in 2011, adding events in Annapolis, Seattle and New York. With 2,000 entrants, TriRock San Diego became the largest triathlon in the City of San Diego in its second year.

Scott Dickey, President of CGI, said: “We are delighted to partner with a premium brand such as Land Rover, who is excited to help us take the TriRock Series to even higher levels of popularity as we continue to expand. The Land Rover brand has a real passion for triathlon and living the active lifestyle, which will benefit not only our participants, but the entire multisport industry.”

The sport of triathlon is one of the fastest growing in the U.S. with nearly 2.3 million participants completing an event last year, a 55% increase over the year before, according to the Sporting Goods Manufacturers Association. Almost 30% of TriRock participants were first time triathletes in 2010, with another 25% having only competed one or two previous triathlons. Half of the series participants travel to each event from outside the local market and more than two in five finishers are female.

Unlike any other triathlon experience that the industry has to offer, the events have a fun and entertaining atmosphere, which is ideal for the beginner triathlete looking to get more experience as well as the seasoned athlete looking to test their speed in a short course race. The unique format features a rocking competition, complete with live bands along the swim, bike and run courses, followed by a post-race party and concert.

Both Olympic and sprint distances are offered across the series. Each event features a consumer expo prior to and during the event, with unique divisions, including Military, Athena & Clydesdale and a Beach Cruiser competition in San Diego. All participants will receive a finisher’s medal, technical t-shirt, red carpet finish, post-race breakfast and access to the post-race concert and beer garden. Participants just testing the waters of the triathlon experience can also sign up as a 3-person relay team, taking on either the swim, bike or run component.