Triathlon on the march: Why investors are piling into niche sport Sport Business Anyone keeping a keen eye on the flow of private money into sports can’t fail to have noticed that, in among the multi-billion-pound football club acquisitions, white-ball cricket investments and putative new rugby competitions, triathlon has become a hot ticket. Ironman, the sport’s biggest brand, last week trumpeted what it believes is the single most [...]
Blenheim Palace Triathlon bought by Brownlee-backed Supertri Sport Business Supertri, the triathlon brand that’s home to Team GB stars Jonny Brownlee and Alex Yee, has acquired the Blenheim Palace Triathlon. The Blenheim Palace Triathlon is the UK’s biggest swim-bike-run race, featuring around 7,000 competitors, and takes place on a Unesco World Heritage Site. It means that Supertri now owns two of the world’s five [...]
Ironman inks record-breaking partnership with Experience Oman Sport Business Triathlon brand Ironman has agreed what it believes to be the biggest commercial in the sport’s history with the tourist board of Oman. The five-year deal is understood to be worth more than $40m (£30m) and will see Experience Oman embark on a multi-faceted partnership with the race organiser. It will see Muscat host the [...]
City AM Triathlon Team Challenge at T100 London hailed as great success August 13, 2025 A successful London T100 Triathlon weekend saw Maurten UK come home first in the City AM Triathlon Team Challenge. The London-based subsidiary of Swedish sports nutrition company Maurten AB came first out of 26 City AM Triathlon Team Challenge teams in a time of one hour, 12 minutes and 47 seconds. The likes of Steph [...]
Peaty stars for Team Gordon Ramsay at London T100 Triathlon August 11, 2025 British Olympic swimmer Adam Peaty starred for future father-in-law Gordon Ramsay’s team at the London T100 Triathlon. The three-time gold medal winner finished his Olympic distance triathlon in a time of 2:34:37, nearly 10 minutes quicker than the next best Team Ramsay competitor. The Michelin star chef did not compete on doctor’s advice. “That was [...]
Kate Waugh eyes home success at London T100 Triathlon August 8, 2025 Kate Waugh is the great-granddaughter of an All Black and daughter of a record-breaking hurdler, so perhaps it should be no surprise that she is blazing her own trail in triathlon. The 26-year-old from Gateshead is a former world champion at age-group level and now challenging for the senior equivalent on the T100 Triathlon World [...]
BNY Investments team get game face on for City AM Triathlon Team Challenge August 6, 2025 The Square Mile has long upheld the “work hard, play hard” mantra and the BNY Investments trio taking on the City AM Triathlon Team Challenge this weekend are doing their bit to honour that tradition. Data analyst Matt Stearn, control and resiliency director Anthony Guinot and software engineer Ben Pudsey will be representing the global [...]
Surj leads £30m investment in T100 to bolster Saudi Olympic ambitions July 28, 2025 Saudi Arabia’s Surj Sports Investment has backed T100 to be the “growth engine” for triathlon after leading a £30m funding round in its parent organisation, the PTO. Surj, an arm of the Public Investment Fund (PIF) with stakes in Dazn, the Professional Fighters League and Kings League, was the biggest backer of the PTO in [...]
Meet the Populous teams with designs on City AM Triathlon Team Challenge July 21, 2025 They’re the brains behind the backdrops to some of sport’s greatest moments and now the staff of leading stadium architects Populous are plotting their own athletic glory in the City AM Triathlon Team Challenge at the London T100. Two teams from the world-renowned practice behind Wembley, Tottenham Hotspur Stadium and the Emirates – one from [...]
Exclusive: T100 triathlon Olympic proposal to be discussed July 11, 2025 The possibility of the T100 Tour’s 100km triathlon format being added to future Olympic programmes will be publicly discussed by the sport’s chiefs for the first time today. Currently, Olympic Games only feature triathlons that take place over around half that distance but there are hopes in the swim-bike-run world that long-distance races could be [...]