Upsolut Renews British Triathlon Partnership

By Community | December 20, 2012

British Triathlon have confirmed a new partnership with Upsolut Sport UK, a leading sports event management company.

British Triathlon has worked with Upsolut Sport UK as their major event delivery partner since 2009 when the first ITU World Triathlon Series event in London’s Hyde Park was delivered in partnership.

Triathlon is the ultimate lifestyle sport that embodies wellbeing and empowerment; currently experiencing significant participation growth in Britain. This growth is fuelled by the success of British athletes who in 2012 won major titles in the sport; Alistair Brownlee famously winning Olympic Gold in London, his brother Jonathan claiming Bronze and becoming ITU World Champion in Auckland in October. Britain’s paratriathletes also delivered five world titles as they began their journey to Rio 2016. This individual achievement is matched by the GE Great Britain Team’s success retaining their ITU Triathlon Mixed Relay World Championship title in Stockholm.

With major televised events a key part of British Triathlon’s sports marketing strategy – the relationship between Upsolut and British Triathlon to co-market rights to the sport and the major triathlon shop window events is a natural progression.

Zara Hyde Peters OBE, Chief Executive of British Triathlon said: “The relationship to date with Upsolut Sport has enabled successful delivery of an outstanding series of ITU World Triathlon Series events in Hyde Park. With the backing of a major sports marketing parent company, Lagardere; the extension of this agreement to include marketing of the sports rights is a natural progression of our partnership and one we hope will ensure triathlon’s profile continues to grow and thrive as a dynamic and popular sport in this country.”

Robert Püstow, Managing Director of Upsolut Sports UK said: “This is a unique opportunity to continue the success story of triathlon. Together with British Triathlon we are now in the position to deliver unique engagement opportunities across the sport, through participation, elite performance and event activation; and as 2013 is a landmark year for the sport, with London hosting the World Triathlon Grand Final, there has never been a more exciting time to be involved in triathlon.”