Supertri is reportedly in talks with investors to raise US$60 million to accelerate its expansion as a short-course triathlon and sport-tech brand. The news was first disclosed on May 16, 2025, in Bloomberg’s Business of Sports newsletter.
According to sources close to the process, Supertri is targeting family offices (private wealth management firms) and sovereign wealth funds in Europe and the Middle East, as well as specialist venture capital (VC) firms in the US. Corporate VC funds with a background in sport-tech and high-growth start-ups are also said to be part of the outreach.
Founded as a rebrand and expansion of Super League Triathlon, Supertri is aiming for a projected valuation exceeding US$630 million by 2030. The company is positioning itself as an alternative to long-distance racing, with a focus on short, high-intensity elite racing formats designed to be spectator-friendly, as well as mass participation events that are accessible to beginners.
The business model is reportedly based on a four-part structure:
- Mass-participation ‘short-endurance’ races under the By Supertri event brand
- An elite league featuring Olympic medallists such as Jonny Brownlee, Alex Yee, and Cassandra Beaugrand
- A hybrid esports triathlon championship, recognised by international governing body World Triathlon
- A digital community intended to rival Strava in the short-course endurance space
The upcoming funding round is expected to support the acquisition of additional mass-participation events, potentially increasing Supertri’s race portfolio five-fold. Events already on the calendar include 2025 races in Chicago, Austin, and Long Beach in the US, London and Toulouse in Europe, and NEOM in Saudi Arabia.
Supertri generates revenue from race franchises, sponsorship, ticketing, and event participation-related income. The company sees its blended model of media, live events, digital engagement and athlete development as a competitive advantage in attracting long-term investment.
