Irish cyclists may be much more successful internationally than triathletes, but Triathlon Ireland is in the money. It has just landed a major new glamorous title sponsor to support it in the years ahead. BMW Ireland has come on board with big plans.
Triathlon Ireland lands major new sponsorship deal with BMW
Triathlon Ireland may have seen only one of its athletes awarded Sport Ireland funding this week, compared to cycling’s 13 riders; but the swim, bike and run national body has still received a major boost.
It has announced a new sponsorship deal with BMW. The luxury car brand’s backing will increase Triathlon Ireland’s income. Further, the deal also secures a title sponsor for Ireland’s flagship tri series’.
BMW Group Ireland not only becomes Triathlon Ireland’s main sponsor but also title sponsor to the BMW Triathlon National Series and the BMW Duathlon National Series.
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Some 10,000 people will compete in the triathlon national series this year; across 17 races from May to September.
And the new deal will also see Triathlon Ireland and BMW launch a new competitive Corporate Series from next year on. It will use triathlon to promote exercise in the workplace.
Triathlon Ireland chief executive, Chris Kitchen, said his sport was delighted to team up with BMW.
The deal is a long-term one, though the precise duration and monetary value were not disclosed.
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“We share common values and strive to provide perfection in our own fields,” Mr Kitchen said.
“We will be working hard with BMW to ensure a mutually beneficial relationship develops and flourishes over the sponsorship's duration.
“Triathlon is one of the fastest growing sports in Ireland. (It) has moved from a niche sport to a mainstream one with over 18,000 members and an ever increasing reach.
“The relationship with BMW will provide significant extra income to help us grow and accelerate the development of the sport further.
“Both organisations are ambitious and goal focussed. The injection of additional funds and the value in kind will help enable us to, not only achieve, but exceed the aspirations within our strategic plan.”
Managing director of BMW Ireland Group Paulo Alves believed his company and triathlon were a perfect fit.
“The partnership with Triathlon Ireland is a hugely exciting development for BMW in Ireland,” he said.
“At the core of our brand is a notion to make every second count, whether in a professional, personal or sporting sense.
“So we are very excited to come on board and further support the development of the sport here in Ireland.”
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