Professional Triathletes Organisation Appoints Excel Sports Management To Support Global Partnership Expansion
March 14, 2022
The Professional Triathletes Organisation (PTO) continues to establish itself alongside major professional sports by appointing leading US-based sports management and marketing agency, Excel Sports Management to support global partnership sales for the newly established PTO Tour.
The PTO Tour will consist of a US Open, Canadian Open, Asian Open, European Open and the Collins Cup and will see the world’s greatest non-drafting professional male and female triathletes competing for a $5.5M annual prize purse. Each PTO Tour event will have world-class TV production broadcast live to a global audience and high-quality shoulder programming showcasing the stories of the PTO professionals.
In 2022, the PTO Tour will consist of the PTO Canadian Open in Edmonton, Canada on 23th-24th July, the Collins Cup in Bratislava, Slovakia on 20th-21st August and the PTO US Open in Dallas, Texas on 17th-18th September with the Asian Open and European Open following in 2023.
The PTO Tour dates are in addition to the first PTO Pro AM at the Herbalife 24 Los Angeles Triathlon which was announced earlier this year and will take place on 15th May from iconic Venice Beach to downtown LA.
The multi-year partnership will see Excel Sports Management support the PTO across its event and PTO Tour assets, including the PTO World Rankings, which has quickly been established as the definitive measure of triathlon’s top athletes. With the events shown in over 165 countries in 22 languages, the PTO aims to reach over 35 million sports fans. Through enlisting Excel Sports Management to lead its rights representation, the PTO ensures it will be well-positioned to form valuable partnerships with brands seeking this high-value audience.
Sam Renouf, CEO of the PTO, stated: “We are thrilled to work with Excel Sports Management with our partnership strategies as we launch the PTO Tour. Excel’s long-standing reputation from representing some of the highest-profile athletes and properties in professional sports, make them ideal partners to support our growth. The PTO’s mission is to showcase the superhuman talents of our athletes through engaging broadcasts that consolidate the incredibly valuable triathlon fanbase. In doing so, we are creating unique opportunities for brands to connect through the sport and further their commercial objectives in the newly commercialised market”.
