Ironman teams up with ViewSport, Selle Italia

Triathlon events operator Ironman has agreed new partnerships with sports apparel company ViewSport and bike saddles brand, Selle Italia.

The multi-year global partnership with ViewSport names the company as the Official Recreational Apparel Partner of Ironman. ViewSport will also be title sponsor for the Ironman Lake Placid triathlon taking place on July 28.

As part of the partnership, ViewSport will be the producer and supplier of Ironman event shirts and bags that are provided to registered participants of races around the world. ViewSport will also bring further quality control and consistency at Ironman events as the producer and supplier of the volunteer shirts.

Additionally, Ironman branded training apparel will be available on, utilising ViewSport’s sweat-activated technology.

Ben Wood, chief executive of ViewSport, said: “To bring our apparel and technology to the highest level of endurance sports, under the Ironman name, is something we have focused on for some time.”

Meanwhile, a two-year deal will see Selle Italia present at Ironman and Ironman 70.3 events in Spain, France, Austria, Germany, UK, Luxembourg, Italy and the USA. Selle Italia will be showcasing their products and providing a specialist service to a large proportion of Ironman’s 250,000 annual participants, and will use the partnership to help advance triathlon-specific bike saddle technology globally.

In January 2018, Selle Italia announced a partnership with reigning Ironman world champion Patrick Lange. Selle Italia’s research and development team will work with Lange to design a new saddle, specifically developed for the Ironman race discipline. Selle Italia will use Ironman’s events and platforms to educate athletes on the research, technology and results, and provide first-hand access to the products.

Peter Gallagher, director of global partnerships for Ironman EMEA, said: “Ironman and Selle Italia recognise that athlete comfort and positioning in the saddle can have a significant impact not only on the bike section of an Ironman race, but also knock-on effects on the swim and the run.

“We are certain that Selle Italia will improve the Ironman athlete experience through more comfortable and enjoyable races, as well as faster races.”