Organisers of the event swim, bike and run event, which takes place at ExCel in London next July, have signed a deal with Michelob Ultra, the low carbohydrate beer from Anheuser Busch.
Acquired by SBI Group in 2001, the London Triathlon has grown rapidly to become the world’s second largest with 5,500 participants in 2003, and aims to become the world’s largest next year with a target of 7,000.
The event will be known as the Michelob Ultra London Triathlon.
Said Randall Blackford, Anheuser Busch’s UK marketing director: “This is a great sponsorship fit for Michelob Ultra. Triathlon is the world’s fastest growing multi-disciplined sport, and this sponsorship provides an excellent platform for the brand to reach an audience of consumers living active lifestyles.
“Michelob Ultra is an associate sponsor of the Chicago Triathlon, and Anheuser Busch has a long tradition of supporting world-class sports. We look forward to giving something back to triathlon fans and our consumers through this sponsorship.”
