PruHealth will activate its sponsorship as the title sponsor of the event, which will be known as the PruHealth World Triathlon Grand Final London.
This year marks the fourth time an event of the ITU World Triathlon Series is staged in London, but the first time that London will host the Grand Final. The Grand Final races will be held at the iconic Olympic venue in Hyde Park from 11-15 September 2013, giving all athletes the opportunity to compete on the same stage as the 2012 Olympians.
"We are very excited PruHealth will be the title sponsor of the Grand Final London for several reasons," President of the International Triathlon Union (ITU) and IOC Member Marisol Casado said. "PruHealth's goals of empowering the community to live healthy, active lives are symmetric with our own objectives to encourage overall wellbeing. It is always special to return to an Olympic venue, and the fact that PruHealth is a UK-based company will only serve to increase our outreach for the Grand Final in London."
PruHealth will offer 1,000 race entries to its members for the Open Age-Group Races which are being staged alongside the Grand Final, allowing participants of all levels to partake in triathlon.
"Triathlon has seen a huge growth, especially in Great Britain, which has no doubt been spurred on by the Brownlee brothers' legendary performances at the 2012 London Olympics," said Nick Read, PruHealth's Director of Vitality. "Because of this surge in popularity and the incredible health benefits of triathlon, we are very excited to join the sport at its highest level here in our own backyard."
The PruHealth World Triathlon Grand Final London will be available live on TV to an international audience of more than 160 countries, as well as streamed online.
Upsolut, the marketing agency of the ITU World Triathlon Series and an agency of the Lagardere Unlimited Group, brokered the partnership. Tim Stemp, Chief Commercial Officer of the ITU World Triathlon Series said, "The partnership between ITU and PruHealth is an exciting avenue to facilitate the healthy lifestyle goals of both organisations through the sport of triathlon."
The event is being organised in partnership between Upsolut Sports UK and British Triathlon and is part of UK Sport's Gold Events Series, the UK's legacy programme of major international sporting events. It is supported by the Mayor of London, as it is one of the first major Olympic legacy events happening in London following the London 2012 Olympic Games.
London will welcome more than 5,000 participants from around the world to compete for Elite, U23, Juniors, Paratriathlon and Age-Group World Championship titles. In addition, there will be an Open Age-Group race enabling participants of all abilities to experience triathlon in Hyde Park on much of the same course as the Elite. To register your interest for this mass participation race visit http://london.triathlon.org