Herbalife to title sponsor LA Triathlon

18 November 2011 | Posted in Sponsorship, Triathlon, North America | By Warwick Symcox

In a new deal agreed with Pacific Sports, Herbalife will title sponsor the Los Angeles Triathlon for the next five years.
 
The triathlon will henceforth be known as the Herbalife Triathlon Los Angeles with its first edition under new title sponsorship taking place on 30th September 2012.
 
“We are thrilled Herbalife wanted to step up to the title sponsorship role and make a long-term commitment to the LA event and the sport of triathlon,” said Jack Caress, president and chief executive of Pacific Sports, the company that operates the event, and race director for the triathlon.
 
“With Herbalife’s roots in Los Angeles, it is a perfect partnership for an LA-centric event that has an international field, and we feel that Herbalife’s nutritional products mirror the focus of our competitors: the pursuit of healthy, active lives," added Caress.

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In early 2011, the Los Angeles triathlon was voted the best destination triathlon in the country by online and traditional triathlon publications. Competitors in the Herbalife Triathlon Los Angeles can choose between two distances: Olympic distance (swim 0.9 miles; cycle 24 miles; run 6.2 miles) and Sprint distance (swim 0.4 miles; cycle 20 miles; run 3.1 miles), as well as a bike-only segment (24 miles) and three-person relay teams.
 
Michael O. Johnson, chairman and chief executive of Herbalife, commented: “The Herbalife Triathlon Los Angeles is a terrific opportunity for everyone to compete in a world class event and experience Los Angeles in a unique way.
 
“Hundreds of our independent distributors and employees have participated in this event since we first began sponsoring it in 2008,” he added.

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The Los Angeles event began in 2000 and has become the US west coast’s premier triathlon. Recognized as one of the top destination triathlons in the country, it features a point-to-point course from Venice Beach to downtown Los Angeles, providing participants the opportunity to explore scenic and historic Los Angeles.
 

The December/January edition of SportsPro magazine features a comprehensive interview with Brian McKinley, Herbalife’s senior director of corporate alliances, who explains the strategy behind Herbalife’s global sponsorship activities. To subscribe to the magazine click here.