Diana Marszalek 31 Mar 2021 // 1:00PM GMT
NEW YORK — The Professional Triathletes Organisation has tapped Weber Shandwick for global communications support.
Weber Shandwick was named the PTO’s global agency following a competitive pitch. The organisation, which represents male and female professional triathletes, did not have an incumbent agency.
Weber Shandwick is charged with raising the profile of the PTO by showcasing the sport and its athletes through events, compelling storytelling and broadcasts.
The agency’s remit also includes promoting the PTO’s inaugural Collins Cup, scheduled for Aug. 28 in Šamorín, Slovakia, to rally enthusiasm for the sport.
Hiring Weber Shandwick is part of the PTO’s larger commitment to raise athletes’ profiles as well as awareness and the status of triathlons to attract a wider fan base, the group said.
CMO Tim Godfrey said: “Through our innovative ownership model, market leading gender equality policies including equal prize purses, equal broadcast air time and paid maternity leave as well as the global broadcast of The Collins Cup, with a record-setting prize purse of $1.5M, the PTO is impacting the sports world and bringing new opportunities to athletes and fans like never before. We are greatly looking forward to working with Weber Shandwick as we continue to build our platform and tell the amazing stories of our athletes.”