Accenture has signed a four-year sponsorship agreement to become a lead partner of British Triathlon, in a deal brokered by PHAR.

The unique partnership will see the leading global professional services company work hand-in-hand with the sport’s world-class athletes and coaches. The two organisations will also promote inclusion and diversity through the expansion of a new mixed relay format of triathlon.

Accenture is now an Official Partner of British Triathlon’s Elite Teams. The organisations will work closely to improve elite triathlete performance in the run-up to Tokyo 2020 by applying new technologies across the sport’s world-class Olympic and Paralympic programmes.

Accenture will also be the Official Innovation Partner and Official Mixed Relay Partner, a format that British Triathlon has big plans for following the recent announcement that it will debut at the Tokyo 2020 Olympic Games.

Commenting on the announcement, Marcus Wight, CEO of PHAR said, “We are really excited to be involved in such a significant partnership which we believe will become a ground breaking example of sponsorship at its very best. We have been working exclusively with British Triathlon on creating their strategy for approaching brands and to now have introduced Accenture and to be part of the relationship moving forward is very rewarding.“ 

Jack Buckner, CEO British Triathlon said “PHAR have played an integral role in securing our partnership with Accenture. We have been working exclusively with PHAR on creating our strategy for approaching brands and through their introduction we have now together created one of the most exciting and potentially impactful partnerships for an Olympic sport post 2012. We look forward to their continuing role in maximising this partnership and helping us to secure additional sponsors.”

Julian Skan, Senior Managing Director at Accenture, said: “We are extremely proud to partner with British Triathlon. Triathlon is a sport that fits perfectly with our focus on gender equality and disability inclusion, as well as promoting health and wellbeing. And nothing beats working together when you are striving for success, so we’ll support British Triathlon’s elite triathletes by applying new technologies with the aim of improving performance.”

The deal represents one of the biggest investments in British Olympic sport since the London 2012 Olympic Games. It’s a unique opportunity to build upon the sport’s success and create a platform to encourage active and healthy lifestyles through triathlon.