The Professional Triathletes Organisation (PTO) has extended its agreement with IMG, the global sports, events and representation company. This sees IMG act as exclusive negotiator and distributor of the media rights for PTO’s T100 Triathlon World Tour until 2026.
The deal will see IMG manage the broadcast deals for the eight T100 races in markets across Asia, Australasia, Africa, North America (excluding the US) and Latin America, as well as free-to-air rights across Europe.
“Our extension with IMG represents a significant validation for the PTO on its journey to take triathlon into the mainstream,” said PTO CEO Sam Renouf.
“Not only is it a fantastic endorsement of our partnership over the last few years, but also of the PTO’s strategy for the T100 Triathlon World Tour – a new ‘made-for-TV’ 100km triathlon tour in iconic locations around the globe.”
Renouf continued, “The positive reaction from broadcasters and fans to the PTO’s progress has encouraged us to expand the series to 8 races, in order to create season-long narratives, culminating in the crowning of an official men’s and women’s World Champion. IMG has represented the PTO’s media rights since 2001, contributing to the growth and development of the endurance sports landscape and specifically working to establish the property as the F1 for endurance sport.”
Rebecca Levin, Vice President, North America for IMG’s media business, said “The T100 Triathlon World Tour represents the pinnacle of endurance sport with a new, season-long schedule of high-quality races featuring the world’s best endurance athletes. We’re excited to extend our partnership and continue working together to elevate professional triathlon on a global sporting stage, connect with new audiences worldwide and drive further commercial growth.”
The newly rebranded and expanded T100 Triathlon World Tour will see 40 of PTO’s highest ranked athletes – 20 women and 20 men – compete in eight 100km (2km swim, 80km bike, 18km run) international races across three continents each year.
Starting with the Miami T100 at CLASH Endurance Miami on March 9, 2024, the tour then visits Singapore (13-14 April), San Francisco (8-9 June), London (27-28 July), Ibiza (28-29 September), Lake Las Vegas (19-20 October) and Dubai (16-17 November), before culminating in a Grand Final (location TBC) on November 29-30.
It was recently announced that the T100 Triathlon World Tour will take place in San Francisco at the Escape from Alcatraz Triathlon in a partnership with IMG. Since the first race in 1981, the Escape from Alcatraz Triathlon has hosted top professional and amateur triathletes, drawing around 2,000 triathletes to San Francisco each year.
Last season, the PTO claimed a global live TV and streaming audience of 24.6 million for its three races in Ibiza, Milwaukee and Singapore, through top-tier broadcast partnerships that saw it broadcast in 195+ territories around the world.
IMG represents international media rights for some of the world’s biggest sporting organisations, including the NFL, NWSL, EuroLeague, Betfred Super League, Eredivisie, Belgian Pro League, A-League, Saudi Pro League, CONMEBOL, Concacaf, the R&A, the Wimbledon Championships and the US Open.
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