PTO enlists Engage for digital and commercial services
The Professional Triathletes Organisation, the athlete-backed body now staging prominent events in the sport, has appointed UK-based marketing agency Engage Digital Partners as its strategic digital advisor and services partner.
Under a multi-year deal announced today, EDP will contribute in the areas of digital activation, audience growth, sponsorship sales and activation.
PTO said the partnership “will help connect and maximise the converging worlds of brands and rights owners in an integrated approach to sponsorship and content.”
The organisation's next major event is the Collins Cup, a Ryder Cup-style team competition, involving top triathletes, which will take place in Samorin in Slovakia at the end of August.
EDP has been given a brief to provide advisory and content services for sponsor sales and commercial activation, digital and social media design and production, and support with audience engagement and content marketing to attract a wider fan base.
The agency will work alongside the PTO’s internal commercial, marketing and digital teams on content creation and strategy, community management, audience growth and syndication whilst creating content storytelling propositions for sponsors to activate against.
This will additionally be supported with in-depth real-time analytics and data dashboards to inform decision making.
London-based PTO added that the appointment of EDP “signals its ambition to broaden the profile of triathlon.”
EDP has partnerships with several international federations and rights owners including Spanish soccer giants Real Madrid and England’s Chelsea, North America’s Major League Baseball and the International Cricket Council.
Gregg Oldfield, EDP’s chief executive, said: “In many ways the Engage model is built for the new breed of rights owners like the PTO, delivering strategy, advice and scalable hands on resource at the point they need it, all supported with a global capability, bringing fresh concepts to existing and new brands all looking for more digital solutions and answers in a post-Covid world.”
Tim Godfrey, PTO chief marketing officer, added: “Gregg and his team at Engage are perfectly positioned to help the PTO with their unique mix of expertise across content, digital and marketing with big sporting brands. Bringing this level of experience to Pro Triathlon is core to the remit of the PTO. We look forward to working with them as we build up towards the The Collins Cup in August.”