World Triathlon has agreed an eight-year extension to its current contract with the Infront agency.
The deal, which runs until the 2028 campaign, will allow the rebranded governing body to develop its TriathlonLive OTT streaming platform.
Infront will be responsible for distributing the media rights for World Triathlon competitions, such as the World Triathlon Series, World Triathlon World Championships and Mixed Relay World Championships.
Julien Ternisien, Senior Vice-President of Summer Sports at Infront, explained: “Our cooperation with World Triathlon over the last few years provides a strong foundation for this extended agreement despite the global disruptions to the season and we are excited to continue our collaboration.
“This long-term partnership allows us to build on a joint strategy to find the right balance between broadcast and the growing importance of TriathlonLive to bring the sport to a wider and more engaged audience.”
Formerly known as the International Triathlon Union, World Triathlon initially partnered with Infront in 2018 to enhance its sponsorship opportunities.