The Professional Triathletes Organisation (PTO) has appointed IMG to assist in distributing global media rights for the PTO’s flagship event – The Collins Cup – in addition to future PTO owned events for the next three years.
The Collins Cup is positioned as a first-of-its-kind global annual competition that will see teams of elite professional triathletes from the USA, Europe and the Internationals competing for US$1,500,000 – billed as the largest prize purse in the history of the sport of triathlon.
The event will see to ‘determine which region rules triathlon’. It will take place on August 28th, 2021 at the x-bionic sphere sports resort in Šamorín, near Bratislava, Slovakia.
It aims to create and leverage the excitement, rivalry, drama and personalities of the sport of triathlon to attract a wider fan base.
PTO has built a notable roster of partners, as it builds momentum towards its flagship event, The Collins Cup.
Keeping in touch with who does what over the coming months, as well as maintaining cohesion, may be a challenge. In addition to IMG getting on-board, PTO also has agreements with:
- Engage Digital Partners as ‘Strategic Digital Advisor & Services Partner’
- Creative agency MATTA to deliver the campaign for the inaugural Collins Cup
- FilmNova to deliver live event coverage
- Noah Media Group to create a documentary following PTO Professionals
- Weber Shandwick as global PR agency
- YouGov Sport for analysis of media and economic impact
The multi-year deal with IMG covers the distribution of media rights for The Collins Cup, future PTO owned events and more broadly helping the PTO devise its long-term media rights and distribution strategy.
IMG’s first objective will be to deliver global coverage and broadcast partnerships for The Collins Cup with a focus on key territories such as the USA, UK, Germany, France and Spain and to further amplify distribution in other international territories.
Tim Godfrey, Chief Marketing Officer of the PTO, said “Bringing this level of strategic media experience to professional triathlon is absolutely core to the remit of the PTO. IMG is truly the best in the business of building televised sport; and we look forward to building on the success from working together on the PTO 2020 Championship with the upcoming Collins Cup and for our future events in the coming years.”
Hillary Mandel, Executive Vice President, Head of Americas and Global Media Partnerships at IMG, said “The PTO has enormous potential with their ambitious plans to professionalise the sport around top tier major events, with best in class production and athlete focussed story-telling.
“Their unique approach to athlete ownership and innovative new formats like The Collins Cup makes for a compelling broadcast proposition to take to the broadcast market.”
