Mazda To Sponsor London Triathlon

Car brand Mazda has agreed a two-year title sponsorship deal for the London
Triathlon beginning with the 2008 event.

The new deal sees Mazda replace Michelob Ultra as title sponsors of the
rapidly growing competition. 

The move follows on from Mazda’s successful secondary sponsorship of this
year’s London Triathlon, which attracted more than 12,000 entries including
first timers, seasoned and club athletes, UK and international elites.

The title sponsorship of the London Triathlon is only one aspect of the deal
with Mazda also announcing a partnership with the British Triathlon Federation
to initiate an innovative Regional Talent Identification programme. 

The Regional Talent ID Programme divides the country into nine different
regions: South West, South East, London, Eastern, West Midlands, East Midlands,
Yorkshire and Humberside, North West and North East. 

Each of the region’s top triathlon performers aged 14 to 17 – selected from
Triathlon coach visits to local schools and regional sport events – will be
selected to join newly founded Regional Academies where they will have access to
a Talent Identification Coach.

Next year’s Mazda London Triathlon will take place on 9-10th August at Excel,
London.