Dacia and the UTMB World Series organisers, UTMB Group and The IRONMAN Group, have announced a multi-year partnership.
This sees Dacia become official technical partner and exclusive automotive partner for UTMB World Series European and African events, including UTMB Mont-Blanc, beginning in 2022.
The UTMB World Series is positioned as ‘the world’s ultimate trail running circuit that allows all runners to experience the UTMB adventure through leading international events in the world’s most striking destinations.’
The partnership will run through 2022-2024, and as the first official technical partner to the UTMB World Series, and exclusive automotive partner, Dacia will provide operational support to the European events, in particular the provision of its vehicles which are built for going off road.
Part of the Renault Group, Dacia is aiming to develop its footprint on the outdoor territory. Partnering with UTMB World Series is seen as… ‘a new way to offer everyone the pleasure to connect with nature through trail running.’
Matt Wikstrom, Chief Partnerships Officer at The IRONMAN Group said “At the heart of our UTMB World Series race experience is giving athletes an adventure that is steeped in natural beauty and surrounded by nature in its purest form.
“We’re constantly looking at ways that we can bolster our sustainability initiative, so knowing that Dacia is built on a belief of mindful consumption and eco-smart solutions is incredibly important for us. On behalf of The IRONMAN Group, we look forward to welcoming Dacia into our family and look forward to a successful partnership moving forward.”
Frédéric Lénart, CEO of UTMB Group added “We are thrilled to partner with Dacia as their brand ethos is a natural fit for UTMB World Series.
“We launched the UTMB World Series to bring together the whole trail running community, and to create an inclusive sports system for all athletes.
“Our core values are interwoven in a natural way with Dacia’s, and we look forward to working with them as together we continue our focus on inclusivity and our shared passion for the outdoor environment and sustainability, as the series continues to develop in key European, Middle Eastern and African markets over the coming years.”
Xavier Martinet, SVP, DACIA & LADA, Marketing, Sales & Operations, said “At Dacia, we have all been passionate about disrupting the automotive market for more than 15 years. The huge success of the iconic SUV Duster embodies our brand positioning and ambition to connect people with outdoor nature.
“We are excited by our partnership with UTMB World Series, which allows us to drive brand awareness and connect even more closely to people enjoying simple outdoor pleasures, together.”
The partnership between UTMB Group and The IRONMAN Group was announced last May as the two organisations launched the new UTMB World Series.
The first event of the series will get underway from 7-10 April at Croatia’s biggest trail running race, Istria 100 by UTMB.
25 international events have been confirmed for 2022 – the only place where runners can qualify for the UTMB World Series Finals at UTMB Mont-Blanc 2023.
