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.

Away from the main calendar, British Triathlon’s team of coaches and officials will also be given access to Volvo cars for their official work.

Volvo believes the partnership will give it the opportunity to engage not only with “one of the fastest-growing participation sports in the UK”, but also an ideal target market for its vehicle range that is “perfectly suited the world of triathlon”.

Aside from its SUVs and estate cars, Volvo said that it offers a range of accessories – including cycle carriers, roof boxes, load compartment mats and towing gear – specifically designed for people “who enjoy sports and adventure”.

Since brothers Alistair and Jonny Brownlee shot to national prominence with a gold and bronze medal respectively at the London 2012 Olympic Games, interest has surged in triathlon across the country, with the successes of International Triathlon Union world champion Vicky Holland and Paralympic Games silver medal-winner Lauren Steadman building on the momentum.

British Triathlon now supports more than 3,000 members of the Great Britain Age-Group Team, representing the nation at an amateur level, and also has more than 31,000 members. Additionally, the governing body operates a GO TRI grassroots development programme.

British Triathlon Chief Executive Andy Salmon said: “It’s a great move for us to work alongside a company that not only has a passion for promoting active lifestyles, but also has safety, quality and care for the environment at its heart; core values that resonate strongly with our sporting community.”