Following a competitive pitch, PHAR has been appointed by the British Triathlon Federation – the national governing body for the sports of Triathlon, Duathlon and Multisport in Great Britain – as its exclusive sponsorship sales agency. PHAR will develop and deliver innovative and exciting opportunities for commercial partners with British Triathlon in the run up to Rio 2016 and beyond.

Triathlon is currently one of the fastest growing sports in the UK, with over 196,000 race starts across more than 1,000 events in 2014. Great Britain has enjoyed huge success in the sport over the last decade, winning 7 ITU individual world titles, and in Alistair Brownlee has the current Olympic, European and Commonwealth champion.

Chief Executive of the British Triathlon Federation, Jack Buckner, commented: “We are delighted to appoint PHAR as our exclusive sponsorship sales agency. Triathlon is currently enjoying an outstanding period of growth and success in Britain, both at a grassroots and elite level, and we believe PHAR’s expertise is well-placed to ensure we are able to offer relevant and exciting platforms to prospective partners looking to engage with Triathlon.”

Nick Lockwood, Managing Director at PHAR, added: “Triathlon has a rare combination of highly desirable attributes that makes it a hugely appealing property for brands. We are looking forward to working with British Triathlon to create a sponsorship offering that enables brands to communicate and engage with a rapidly expanding, and incredibly sought-after demographic.”