The Professional Triathletes Organisation (PTO) has appointed award-winning agency Engage Digital Partners (EDP) as its ‘Strategic Digital Advisor & Services Partner’.
The new multi-year deal will focus on digital activation, audience growth, sponsorship sales and activation. The partnership will aim to… ‘connect and maximise the converging worlds of brands and rights owners in an integrated approach to sponsorship and content.’
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 may be a challenge. In addition to EDP getting on-board as digital advisor & services partner, PTO also has agreements with:
- 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
‘EDP’s brief will provide advisory & content services for sponsor sales and commercial activation, digital & social media design & production and support with audience engagement & content marketing. [This aims] to create and leverage the excitement, rivalry, drama and personalities of the sport of triathlon to attract a wider fan base.’
EDP will work alongside the PTO’s internal commercial, marketing and digital teams on content creation and strategy, community management, audience growth and syndication. It will also look to create… ‘meaningful content storytelling propositions for sponsors to activate against. This integrated approach will be supported with in-depth real-time analytics and data dashboards to inform decision making.’
PTO adds that its appointment of EDP has signalled its ambition to broaden the profile of triathlon In appointing. EDP is an award-winning agency that is partnered with major global federations and rights owners such as Real Madrid, Chelsea FC, Major League Baseball and the International Cricket Council.
Gregg Oldfield, CEO at Engage Digital Partners, said “In many ways the Engage model is built for the new breed of rights owners like the PTO, delivering strategy, advice and scalable hands on resource at the point they need it, all supported with a global capability, bringing fresh concepts to existing and new brands all looking for more digital solutions and answers in a post-COVID world.”
Tim Godfrey, Chief Marketing Officer of PTO, said “Gregg and his team at Engage are perfectly positioned to help the PTO with their unique mix of expertise across content, digital and marketing with big sporting brands such as Formula 1, Real Madrid, ICC and Major League Baseball.
“Bringing this level of experience to pro triathlon is core to the remit of the PTO. We look forward to working with them as we build up towards The Collins Cup in August.”
