IMG has extended its agreement with the Professional Triathletes Organisation (PTO) ahead of the sport’s T100 Triathlon World Tour.
Under the agreement, IMG will negotiate and distribute the media rights for the T100 Triathlon World Tour until 2026. This includes the company managing the broadcast deals for the eight T100 races in markets across Asia, Australasia, Africa, North America (excluding the US) and LATAM, as well as free-to-air rights across Europe.
PTO will hope to build on its success last year, particularly its goal to bring longer distance triathlon to a broader audience, with a global live TV and streaming audience of 24.6 million.
The organisation achieved this through multiple broadcast partnerships, which saw it shown in over 195 territories across the world.
“Our extension with IMG represents a significant validation for the PTO on its journey to take triathlon into the mainstream,” Sam Renouf, CEO of PTO, commented.
“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.
The T100 Triathlon World Tour recently underwent a rebrand and expansion. Fans of the sport will now see 40 of the world’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.
Renouf added: “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.”
Last year, PTO secured a deal with beIN Sports, which enabled the sport to be shown in the MENA region. The broadcaster showcased the competition including the PTO European Open in Ibiza, the PTO US Open in Milwaukee and the PTO Asian Open in Singapore.
It was also recently announced that the T100 Triathlon World Tour will take place in San Francisco in partnership with IMG at the iconic ‘Escape from Alcatraz Triathlon’.
Since the first race in 1981, the Escape from Alcatraz Triathlon has hosted top professional and amateur triathletes, attracting more than 2,000 participants to San Francisco year after year.
Rebecca Levin, Vice President, North America for IMG’s media business, stated: “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.”
