Chain Reaction Cycles has become a sponsor of the 2013 ITU World Series after agreeing a deal with the International Triathlon Union (ITU).
The online bike store will serve as the ITU's official retail performance partner for the series, which will include eight events around the world, beginning in Auckland, New Zealand and ending with the the World Triathlon Grand Final on the London 2012 course in Hyde Park. The deal was brokered by Lagardère-owned Upsolut, the ITU's marketing agency. Financial terms were not released.
ITU president Marisol Casado said: "The 2013 season promises more thrilling ITU racing, which will culminate in London where we witnessed some of the most spectacular action in the history of our sport. We are very pleased to be working with Chain Reaction Cycles, as the partnership will enable our participants worldwide to benefit from Chain Reaction Cycles' expertise, insight and product knowledge."
Grant Norris, the head of events at Chain Reaction Cycles, added: "We’re thrilled to be partnering with the world’s premier triathlon series, and look forward to meeting our fans and customers throughout the world who we know are as passionate about triathlon as us."