Accenture & British Triathlon launch Athlete Genome concept

Global professional services company Accenture has announced the introduction of the Athlete Genome concept in partnership with British Triathlon.

The industry-first technology solution will strive to help British triathletes and para-triathletes during their preparations for the Tokyo 2020 Olympic and Paralympic Games.

In support of the Athlete Genome announcement, Accenture has launched the first episode of the Tri New Now Series. The episode highlights how Accenture is using artificial intelligence to help athletes.

British Triathlon lands Volvo deal

Volvo Car UK has been unveiled as the official vehicle partner of British Triathlon ahead of the start of the 2019 season.

The national governing body announced its partnership at the 2019 Triathlon Show at the ExCeL London exhibition centre. The length of the agreement was not disclosed.

Under the deal, Volvo will supply official vehicles for key triathlon events around the UK, including the AJ Bell World Triathlon in Leeds and the Accenture World Triathlon Mixed Relay in Nottingham, as well as the Accenture Mixed Relay Triathlon at London’s Canary Wharf.


Sports tech brand Polar has announced a new partnership with triathlete Vicky Holland.

The Briton, who won bronze at the Rio 2016 Olympic Games and currently sits second in the overall World Triathlon Series 2018, will front a campaign for Polar’s wearable fitness products.

The partnership will focus on educating athletes and fitness enthusiasts alike about the effective use of data in enhancing athletic performance.

Triathlon gets a UFC-style makeover

A new global triathlon series is set to kick off in Jersey next month, supported by some of the sport’s leading athletes – including Great Britain’s Brownlee brothers – as well as a major corporate backer in Royal Bank of Canada. Super League Triathlon’s sportainment-driven concept takes elements from other new and updated sports formats, among them T20 cricket and UFC.

ITU extends partnership with SEL

International Triathlon Union (ITU) has announced an extension of their partnership with Sport & Events Logistics (SEL) as the global logistics partner and travel solutions partner for ITU.

“We are delighted to further develop our relationship with SEL, which has proven itself to be delivering and adding value to ITU to the highest standards”, said Marisol Casado, ITU president and IOC member.

IMG launches Live to Tri campaign

IMG has launched a national campaign, ‘Live To Tri’, to attract first timers to triathlon and help them overcome initial hurdles often associated with trying the sport for the first time.

As event organisers of two triathlons in the UK - The Bloodwise Blenheim Palace Triathlon and The London Triathlon - IMG stated its research has highlighted the concerns around training needs and lack of understanding around the different distances which the campaign and platform aims to overcome.

British Triathlon appoints The Playbook

British Triathlon has partnered with The Playbook to continue the momentum from the Rio Olympic Games and get more people involved in the sport.

The Playbook will build on British Triathlon’s Rio success by delivering a new strategic recruitment campaign involving content development, a digital influencer programme and partner activations.

The campaign will be launched pre-Christmas and will focus on recruiting both new triathletes and converting those who already have a relationship with the sport.

Huub Design extends Ironman champion deal

Triathlon outfitters, HUUB Design, has announced a continued partnership with six-time Ironman world champion, Dave Scott, for a further three years. 

The continued affiliation between HUUB and Scott will see them embark on advanced research projects and bring new developments to the Dave Scott line.

The new line will feature training items and improved suits ensuring enhanced performance with improved aerodynamics. 


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