The World Triathlon Corporation has agreed a deal for wearable camera company GoPro to become the title sponsor of the 2013 Ironman World Championship triathlon and official camera of the Ironman World Championship.
The GoPro Ironman World Championship will take place in Kailua-Kona, Hawaii on Saturday.
GoPro will use its products to capture footage of the event, with cameras also being provided to event referees for their perspective on the action.
Andrew Messick, chief executive of Ironman, said: “GoPro will provide our athletes and viewers a new and unique perspective of the sport of triathlon during this pinnacle event.”
US automotive giant Ford was the race’s title sponsor from 2005 through 2011, with the event taking place without a main partner last year.