John Felice, General Manager at Ford, Lincoln and Mercury Marketing, will ring the closing bell at the New York Stock Exchange on 11 December. This will signal the close of trading and will mark the renewal of Ford’s sponsorship of Ironman triathlons through to 2011.
Ford has been the title sponsor of World Triathlon Corporation’s (WTC) Ironman domestic events in the US since 2005. The relationship with Ironman has been a great strategic fit for Ford, according to Connie Fontaine, Manager of Ford Brand Content and Alliances.
"There is a strong connection between the way in which the endurance athlete thinks and the way we think as a company," she said. "We share many of the same core ideals, such as strength, leadership and endurance."
The Ironman community also appears to share a strong preference for Ford vehicles. According to the company, a recent survey of 7,500 Ironman triathletes shows that through its partnership, Ford now leads its US domestic competitors, Toyota, Honda and Nissan as the vehicle brand they drive most often and are most likely to purchase in the future.
"Ford recognises and respects the passion that people who participate in Ironman triathlons possess," said Fontaine. "Like those athletes, we have the same deep-rooted passion for our business and that resonates with Ironman athletes and fans."
Fontaine added that Ford is looking at ways to expand its role with Ironman in the future and leverage Ford owners within the Ironman community.
"We want to bring the series to life not only for the athletes participating, but for family members, friends and volunteers who provide such an important support network, as well as the fans," she said. "Triathlons are the fastest-growing participatory sport in the world, and Ironman is the most recognised and respected global events brand. We want as many people as possible to experience it, to become part of this highly connected community."
