PTO Signs Up Two Circles
The Professional Triathletes Organisation (PTO) has signed up UK-based sports marketing and data technology company Two Circles to provide marketing support as it kicks off its first-ever PTO Tour season.
The PTO is a new body co-owned by the professional athletes, seeking to grow the sport and take it to the next level. The inaugural PTO Tour begins next month with the first-ever PTO Canadian Open which takes place in Edmonton on July 23rd to July 24th.
According to a statement, London-headquartered Two Circles will be supporting the PTO by helping create and execute a digital marketing and audience growth strategy, from asset creation through to execution and optimisation. Two Circles’ approach will be centred around its proprietary data-driven approach – analysing the demographics, behaviours and attitudes of the PTO’s current and target audiences to inform channel activation and creative messaging.
PTO Chief Marketing Officer Tim Godfrey said, “As we build up to our first PTO Open event in Edmonton, Canada, I’m delighted to be working alongside Two Circles to help us grow the profile of the PTO, our events and amazing athletes, while driving maximum audience growth and engagement.”
Two Circles Client Services Director Katie Ferguson added, “We leapt at the chance to get involved with the PTO. There are a lot of parallels between our mission to rewire sports, and the PTO’s ambition to unlock the commercial potential of professional triathlon, a sport with huge opportunities for growth globally. We believe our data-driven approach will help PTO achieve its growth goals.”
The PTO Canadian Open will be followed by the second edition of £1.2m Ryder Cup-style Collins Cup on 20th August, which sees Team Europe take on Team USA and Team International. It will conclude with the first PTO US Open in Dallas, Texas in September. Each Open carries a minimum prize money of £800,000 ($1m) and will be raced over 100km, including a 2km swim, 80km bike and 18km run.
In 2023 and 2024, the PTO Tour plans to expand with the PTO European Open and the PTO Asian Open, alongside their US and Canadian equivalents and the Collins Cup.
