Limelight Sports is to take over the running of three major mass participation events under license from IMG.
The mass participation specialist will operate the AJ Bell London Triathlon, The Bloodwise Blenheim Palace Triathlon, and Etape Caledonia from 2019.
Under the agreement, Limelight Sports will run all aspects of the respective events with the target of growing their impact and attracting new participants and commercial partnerships.
The AJ Bell London Triathlon is the world’s largest triathlon event, while The Bloodwise Blenheim Palace Triathlon is marketed as the only event of its kind to take place at a World Heritage site.
Limelight CEO Craig Dews commented on the appointment, saying: “This is a terrific new opportunity for us, and we are very excited about getting the chance to take these events forward and further enhance their status and reputations.
“The London and Blenheim Triathlons and Etape Caledonia are three of the most popular and established participation events in this country.
“They will help us further grow the active world, encouraging more brands to engage their audiences through active experiences, whether by partnering with iconic events or developing their own experiences and campaigns.
“We are looking forward to working with the local communities, stakeholders and authorities to gain the appropriate support and approvals in order to fully develop the events.”
The new events add to Limelight Sports’ event portfolio which already includes the London Duathlon, Swimathon and the Royal Parks Half Marathon.