BP has renewed ties with USA Triathlon, signing a deal to return as the official energy partner of the ITU World Triathlon Chicago Grand Final in September. BP also has become title sponsor of Team USA, the age-group amateur teams supported by the governing body.
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Photo by: DELLY CARR / ITU
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BP first sponsored the U.S. stop on the international triathlon tour in Chicago last year, but this year’s deal comes with a substantially larger platform due to the city’s role as the final stop and series championship.
Along with the 150 triathletes competing in the elite event with possible Rio Games qualification on the line, nearly 8,000 other competitors will participate in numerous affiliated events Sept. 15-19.
The one-year deal is valued in the low six figures, said USA Triathlon chief marketer Chuck Menke. In the past five years, the governing body has nearly tripled its sponsorship revenue by bringing on new
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BP sponsored the U.S. stop on the international triathlon tour last year, but the race has become the series championship in 2015.
Photo by: PAUL PHILIPS / COMPETITIVE IMAGE
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nonendemic sponsors such as BP, Transamerica and MetLife.
In 2014, the nonprofit booked $2.46 million in total marketing revenue.
BP has sponsored the U.S. Olympic Committee since 2010, and the company reported strong results from last year’s triathlon experiment. USA Triathlon shares hosting duties for the event with Lagardère Unlimited Events North America.
“I think it was a great experience for both sides, and as a result BP expanded this year,” Menke said. “It was a very specific partnership last year.”
BP, which employs about 4,400 people in the Chicago region, will host a VIP tent for partners and employees as part of its activation. Gwen Jorgensen, who has won 10 straight World Triathlon Series races and is expected to lead a strong U.S. women’s team in Rio, will appear at the tent. About 40 employees will compete in the sprint triathlon as well.
George Bauernfeind, BP’s head of U.S. Olympic and Paralympic programs, said BP is especially enthusiastic to strengthen its association with the paratriathlon, which will make its debut in the Rio Paralympics.
