ITU rebrands Triathlon World Championship Series to World Triathlon Series

Vancouver, Canada (6 December 2011) - The International Triathlon Union (ITU), in collaboration with its global marketing partner Upsolut Sports, today announced it has rebranded its World Championship Series and modified the sponsorship structure. To create a stronger and cleaner brand, the series will be re-titled the ITU World Triathlon Series. 

Much like the IOC’s TOP sponsorship programme, the ITU World Triathlon Series will feature two main sponsors, Dextro Energy and Samsung, and four category sponsors including Suunto and SKINS.

“This new structure not only gives our premier series a cleaner image, it also gives us greater flexibility to raise the profile of the series and increase its commercial success,” said Marisol Casado, ITU President and IOC Member.

The 2012 ITU World Triathlon Series kicks off in April in Sydney, Australia.  With eight events in eight different countries, the 2012 ITU World Champions will be crowned at the Grand Final in Auckland, New Zealand.

2012 ITU World Triathlon Series:

  • April 14-15: Sydney (Australia)
  • May 12-13: San Diego (USA)
  • May 26-27: Madrid (Spain)
  • June 23-24: Kitzbühel (Austria)
  • July 21-22: Hamburg (Germany)
  • August 25-26: Lausanne (Switzerland)
  • September 29-30: Yokohama (Japan)
  • October 20-22: Grand Final Auckland (New Zealand)

In 2011 the series doubled its media figures compared to 2010. The total TV broadcast time was 917 hours; the coverage reached an audience of 207-million worldwide and made 4,592-billion FASPO contacts. The events had more than 1-million spectators while 27,500 participants competed in the age-group races. Christian Toetzke, CEO of Upsolut Sports says: “The popularity of the ITU World Triathlon Series gets bigger and bigger and we’re sure there’s still huge growth potential. Everybody who ever tried triathlon will do it again.”

The ITU World Triathlon Series was launched in 2009, expanding the former single-day World Championship race.  Points are accrued throughout the season and athletes who win the overall series are crowned the ITU World Champions.

Click here for more on the ITU World Triathlon Series


About the International Triathlon Union (ITU):

The International Triathlon Union is the world governing body for the Olympic sport of Triathlon and all related MultiSport disciplines including Duathlon, Aquathlon, Cross Triathlon and Winter Triathlon.  ITU was founded in 1989 at the first ITU Congress in Avignon, France.  It has maintained its headquarters in Vancouver, Canada since then and also has offices in Lausanne, Switzerland and Madrid, Spain. It now has over 120 affiliated National Federations on five continents and is the youngest International Federation in the Olympic Games.  Triathlon was awarded Olympic Games status in 1994 and made its Olympic debut in Sydney 2000.  Triathlon is also featured in the Asian Games, Pan American Games and Commonwealth Games.  Paratriathlon was accepted into the Paralympic Games in 2010 and will make its Paralympic debut in Rio 2016.  ITU is proudly committed to supporting the development of the sport worldwide through strong relationships with continental and national federations, working with its partners to offer a balanced sport development programme from grassroots to a high-performance level.  For more information, visit:

About Upsolut Sports:

Upsolut is one of world’s market leaders in sports marketing and event management and is part of the Lagardère Unlimited network of agencies, which includes SPORTFIVE, IEC in Sport and World Sports Group. Upsolut specialises in the promotion, marketing, organisation and delivery of televised mass participation endurance sports, for elite and age-group participants, i.e. triathlon, cycling, and running.



Karl Hayes

Head of Rest and Recovery

Karl is a keen age group triathlete who races more than he trains. Good life balance! Karl works in the media industry in Australia and is passionate about the sport of triathlon.