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Mercedes-Benz races ahead with Ironman European Tour deal

German automotive giant Mercedes-Benz has agreed to become the official car partner of the World Triathlon Corporation’s Ironman European Tour for 2014 and 2015.

Mercedes-Benz will be present at nine races in eight countries during the 2014 season. The company will also play a role in the showpiece 2014 Ironman European Championship in Frankfurt, Germany on July 6.

Under the deal, Mercedes-Benz will offer its V-Class vehicles as support and shuttle services at all Ironman European Tour events.

The company will also use the deal to promote its new Mercedes-Benz MPV model through course branding, vehicle display and its own exhibition area at the Ironman Expo at each event location.

The 2014 Ironman European Tour began on January 26 in Buffalo City, South Africa. The next event is due to take place on May 10 on the Spanish island of Mallorca.