Upsolut to co-market British Triathlon media rights

British Triathlon has released details of a new commercial relationship with Upsolut Sport UK, with whom it has worked as its major event delivery partner since 2009 and the staging of the ITU World Triathlon Series event in London’s Hyde Park.

The new deal takes place as triathlon continues to experience ‘significant participation growth’ in Britain, and following a summer in which British athletes Alistair Brownlee and his brother Jonathan won Olympic medals.

With large-scale televised events constituting 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 described as a ‘natural progression’.

Zara Hyde Peters OBE, chief executive of British Triathlon, comments: “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 Sport UK, adds: “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.”