Swedish automotive brand Volvo has signed as the new Official Vehicle Partner of British Triathlon.
Under the deal, Volvo will supply official vehicles to British Triathlon officials and key events, such as the AJ Bell World Triathlon Leeds, the Accenture World Triathlon Mixed Relay Nottingham, and the Accenture Mixed Team Challenge at London’s Canary Wharf.
The new partnership was launched at London’s ExCel exhibition centre, attended by double Olympic medallists Alistair and Johnny Brownlee.
Volvo hopes the partnership will help it market its SUV and estate car ranges, which are well-suited to triathletes travelling long distances with bulky equipment. It also hopes the partnership can help increase sales of Volvo accessories designed for triathlon and other outdoor sports, such as cycle carriers, roof boxes and load compartments.
According to British Triathlon, triathlon remains one of the fast-growing sports in the UK, driven by the success of athletes such as the Brownlee brothers, ITU World Champion Vicky Holland, and Paralympic silver medallist Lauren Steadman.
British Triathlon has three tiers of partnership: Lead Partner, Official Partners and Official Suppliers.
Global management consulting firm Accenture is the exclusive Lead Partner, while Japanese sports apparel brand Descente and US sports apparel brand Roka make up the two other Official Partners alongside Volvo.
Official Suppliers include brands such as OTE Performance Nutrition, nut butter supplier Whole Earth, and software provider Training Peaks.