Triathlon’s Collins Cup Appoints Matta For Global Campaign
The Professional Triathletes Organisation (PTO) has appointed creative agency MATTA to deliver the campaign for its inaugural flagship event, the Collins Cup.
The agency will be tasked with delivering the multi-channel promotional campaign in the months leading up to the event – a new race format modelled on the Ryder Cup, which will see teams of International, European and US athletes go head to head against each other. The competition aims to leverage the sport’s excitement, rivalry, drama and personalities and present it to a wider audience.
The inaugural Collins Cup – named after Judy and John Collins who founded the sport of long-distance triathlon in 1978 – will take place on 28 August in Slovakia.
The PTO highlighted MATTA’s experience creating and running the global creative campaign for the ATP over the last three years and says the appointment is a signal of its ambition to broaden the profile of triathlon and attract a wider fan base.
“Through our innovative ownership model, market leading gender equality policies including equal prize purses, equal broadcast airtime and paid maternity leave as well as the global broadcast of The Collins Cup, with a record-setting prize purse of $1.5M, the PTO is impacting the sports world and bringing new opportunities to athletes and fans like never before,” said Tim Godfrey, Chief Marketing Officer, PTO.
“We are thrilled to be working with an agency of MATTA’s creative stature and global experience to help do our great sport of triathlon justice – and tell the captivating stories of our athletes to a large, global audience.”
Matt Campbell, Executive Creative Director, MATTA, added: “Since it arrived on the scene, The Professional Triathletes Organisation has clearly demonstrated its ambition to transform triathlon from an increasingly popular participation sport into a broader, mass-consumed, fan-friendly international sporting property.
“We look forward to helping raise the profile of the PTO’s Collins Cup, led through the captivating stories of the athletes, to a global audience in 2021. We are delighted to partner with an innovative, disruptive sports organisation on its flagship event, and look forward to playing our part in changing how triathlon is seen.”
The PTO consists of both men and women professional triathletes who have come together to form a representative body to give athletes a meaningful voice in the way the sport operates and offers them a means to contribute to its growth.
The organisation says it aims to showcase its athletes, their stories and personalities through ‘iconic events, reimagined broadcast and compelling storytelling’ in a bid to boost the profile of the sport.
