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ITU secures Threadneedle backing for World Triathlon Series

The International Triathlon Union has announced a three-year commercial agreement with international investment management firm Threadneedle Investments for its World Triathlon Series.

Under the deal, which was brokered by the marketing agency of the ITU’s flagship property, Lagardere Unlimited Events, Threadneedle becomes the global financial sponsor of the World Triathlon Series.

The partnership comes on the back of a successful tie-up between the two parties at the 2013 World Triathlon Grand Final in London, where the Threadneedle Team Triathlon was introduced for the company’s clients and employees to help raise more than £20,000 (€24,160/$32,660) for sporting charity Access Sport. That figure was matched by the Threadneedle Foundation and the firm also collaborated with Access Sport on the Tri-3-Sportz initiative to promote triathlon to young people in London.

Gary Collins, head of EMEA sales and wholesale at Threadneedle, said: “Triathlon is an exciting sport that is rapidly growing in popularity around the world.  Partnering with the ITU for the World Triathlon Series allows us to engage our clients and employees in key markets and support sports-related community organisations via the Threadneedle Foundation."

Entering its sixth year in 2014, the World Triathlon Series will feature eight events, starting in Auckland, New Zealand before heading to Cape Town, Yokohama, London, Chicago, Hamburg, Stockholm and concluding with the World Triathlon Grand Final in Edmonton, Canada.