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PTO enlists Excel Sports Management to aid global expansion

Agency to lead on sponsorship representation for Collins Cup and PTO Tour organiser.

15 March 2022 Ed Dixon

PTO / Twitter

  • Excel to support PTO across its event and tour assets
  • PTO aiming to reach over 35 million sports fans

The Professional Triathletes Organisation (PTO) has appointed sports marketing agency Excel Sports Management to support the newly established PTO Tour.

The multi-year partnership will see Excel support the PTO across its event and PTO Tour assets, including the organisation’s world rankings. The PTO’s various events are shown in more than 165 countries in 22 languages.

Going forward, the PTO aims to reach more than 35 million fans. It will be hoping the addition of Excel to lead on rights representation will enable it to strike lucrative partnerships with brands looking to tap what the organisation believes is a growing audience.

The enlistment of US-based Excel comes after the PTO launched its PTO Tour calendar of events in December, which comprises new competitions and an overall prize purse of US$5.5 million.

The tour gets underway with the PTO Canadian Open in Edmonton, Canada from 23rd to 24th July.

Excel’s PTA tie-up follows the agency’s acquisition of executive search firm Nolan Partners at the end of February.

“Excel’s long-standing reputation from representing some of the highest-profile athletes and properties in professional sports, make them ideal partners to support our growth,” said Sam Renouf, chief executive of the PTO.

“The PTO’s mission is to showcase the superhuman talents of our athletes through engaging broadcasts that consolidate the incredibly valuable triathlon fanbase. In doing so, we are creating unique opportunities for brands to connect through the sport and further their commercial objectives in the newly commercialised market.”

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