PTO seals $10m investment

US investment firm Cordillera Investment Partners has invested $10m in the Professional Triathletes Organisation (PTO).

Cordillera, which invests in niche, non-correlated assets, has stated that the PTO fits its portfolio ‘due to the sport’s growth potential.’

Within sports, Cordillera sees opportunities in ’emerging leagues and formats, women’s sports, sports-related professional services businesses, and professional teams in lower tiers of competition.’ Since 2014, Cordillera has made investments into sports media rights, whiskey, boat marinas, carbon credits, and other niche sectors.

In 2024, the PTO launched the T100 Triathlon World Tour, which featured the world’s top 20 female and top 20 male triathletes, along with amateur competitors, to compete head-to-head on a live global broadcast feed in a series of events in major cities including Singapore, San Francisco, London, Ibiza, Lake Las Vegas and Dubai. In 2025, the T100 Triathlon World Tour will grow from seven to nine races.

Agustin ‘Gus’ Araya, Co-Founder and Co-Managing Partner at Cordillera, said, “For over 10 years, it has been our mission to find the “nooks and crannies” within overlooked sectors of the global economy. Sports is an industry we have had a thesis on for some time, and the Professional Triathletes Organisation is a prime example of an emerging league in a corner of the sports universe that is growing in popularity and fandom. We are thrilled to support Sam and the professional triathletes on their next phase of growth.”

PTO Chief Executive Officer Sam Renouf, added, “We are thrilled to have Cordillera’s support as we continue to elevate triathlon. Professional triathletes have seen the rise of our sport but the growth at the pro end hasn’t necessarily tracked the participation growth. Football, the NFL and tennis have been multibillion-dollar sports for a long time. Triathlon has really been in the dark ages from a commercial and broadcast perspective, and that’s why the PTO was formed.”