SKINCARE BRAND Aquaphor was announced as the new title sponsor of the New York City Triathlon this week.
Agreed with sports marketing and events agency Korff Enterprises, the rights holder and organiser of the Olympic distance race, Aquaphor will sponsor the event for the next three years.
Reported to cost around $1.8m to stage the 2012 race, an increase of $250,000 from 2011, Frontloaded suggests Aquaphor’s contribution will be at least $500,000 per year.
Magnus Jonsson, Aquaphor’s director of marketing said of the partnership: “This is a sport that’s going to continue to grow over the next couple of years. It gives the brand a certain edge that we can’t get with other endurance sports.”
Jonsson also said the company will use the New York race as a testing ground for possible sponsorship of other triathlons.
Aquaphor, owned by Beiersdorf, which also owns the Nivea skincare range, replaces US menswear brand Nautica as title sponsor. Nautica title-sponsored the New York City Triathlon between 2006 and 2011 but decided not to renew its agreement after last year’s race.
During Nautica's six-year association with the event, three competitors have died, including two people in last year’s race.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG