Indian metals company Tata Steel has agreed a three-year extension to its sponsorship of the British Triathlon Federation to bolster the national governing body’s flagship grassroots event.
Under the agreement, Tata will continue to serve as the naming sponsor of the Kids of Steel initiative, which aims to have 8,000 children participating in a series of nine mini-triathlon events throughout the UK from May to July this year.
Kids of Steel launched in 2007 and has featured 60,000 children from more than 2,000 schools to date. By 2016 Tata Steel and the British Triathlon Federation aim to create participation opportunities for 100,000 children.
Tata became the British Triathlon Federation’s premier sponsor in 2006 and corporate partner in 2009. The company has taken part in numerous initiatives to aid the sport’s growth and helped Britain to lobby for Paratriathon to become a Paralympic sport. Paratriathlon will make its debut at the 2016 Paralympic Games in Rio de Janeiro.