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Limelight Sports takes over IMG-licensed participation events

UK-based Limelight Sports is taking over the management and commercial operation of three major participation events – the London Triathlon, Blenheim Palace Triathlon and Etape Caledonia cycling event – from 2019.

The events, which will now be licensed by the owner IMG, typically generate 50 per cent of their revenue from entry fees. The rest of the income is generated from sponsorships, charity partnerships and merchandising.

Limelight is currently in the novation process with IMG. These include long-term title deals with the financial services company AJ Bell for the London Triathlon, the world’s largest Triathlon event, and with the charity Bloodwise for the Blenheim Palace Triathlon.

The Etape Caledonia, a leading UK cycling race on closed roads through the Scottish countryside, does not currently have a title partner. Standard durations for title deals are for three or five years, Limelight told Sports Sponsorship Insider.

The move further enhances Limelight Sports’ growing event portfolio, which includes the world’s largest duathlon, London Duathlon, Swimathon and the Royal Parks Half Marathon, as well as a roster of agency clients including Nike, FA, MLB, Fitbit and J.P.Morgan.

The AJ Bell London Triathlon is the world’s largest triathlon event, attracting more than 10,000 competitors and 30,000 spectators, and significant television coverage on UK broadcasters Channel 4 and Sky Sports.

The Bloodwise Blenheim Palace Triathlon is the only event to take place in a World Heritage site and has almost 7,500 competitors. Etape Caledonia usually attracts 5,000 entrants.