World Triathlon, the sport's governing body, today extended its exclusive partnership with the Infront sports marketing agency until the end of the 2028 season.
The pair first teamed up in 2018 in a deal that was due to expire after this year's Olympic Games, now postponed to 2021.
Infront and World Triathlon will continue to work together on the development of TriathlonLive.tv, the on-demand, OTT streaming platform that was revamped and relaunched in March 2019.
In addition, Wanda-owned Infront will exclusively distribute the international media rights for World Triathlon’s top-tier events including the World Triathlon Series, World Triathlon World Championships and Mixed Relay World Championships.
Marisol Casada, president of World Triathlon, said: “After several seasons of partnership with Infront we are delighted with the continuous growth of TriathlonLIVE and the exposure of our sport through our global broadcast partners. We look forward to continuing this balanced approach together with Infront to reach and engage our worldwide audience via all media channels.”
Julien Ternisien, Infront senior vice-president of summer sports, added: “Our cooperation with World Triathlon over the last few years provides a strong foundation for this extended agreement despite the global disruptions to the season and we are excited to continue our collaboration. This long-term partnership allows us to build on a joint strategy to find the right balance between broadcast and the growing importance of the TriathlonLIVE to bring the sport to a wider and more engaged audience.”
TriathlonLive.tv shows over 40 live events per year.
The 2018 contract between Infront and World Triathlon was the first direct commercial relationship between the two entities, with the agency having previously performed the role through the Ironman organisation, after the endurance division of Sportfive (then Lagardère Sports) was sold to Ironman, the long-distance triathlon events organiser also owned by Wanda Group, in 2016.
Earlier this year, Wanda sold Ironman to US media company Advance Publications in a deal worth $370 million.