It’s been 10 years since Ironman Triathlons have had a title sponsor. And if the World Triathlon Corp., owner of the prestigious series, didn’t find the ideal fit with Ford Motor Co.’s SUV Group, it would have gone an 11th year without one.
“After Gatorade dropped out as the title sponsor in 1995, we never really found the right partner to be the title sponsor,” Ben Fertic, president of World Triathlon Corp., said Friday. “We believe Ford is an ideal partner due to the similar ideals of both companies, such as strength, leadership, success and the pursuit of excellence.”
The deal began with Sunday’s Ford Florida Half Ironman Triathlon at Walt Disney Resort, Orlando, FL. Full activation begins June 26 at the Ford Ironman USA Coeur d’Alene Triathlon in Idaho, according to Ford SUV Group Marketing Manager Chris Feuell.
Ford SUVs will serve as pace and chase vehicles for each event, vehicle support for race staff and participants, and will be integrated into high-traffic turnaround locations. Ironman officials and the production crew will utilize Ford SUVs to help execute the events.
Athletes and spectators attending the Ford Ironman events will have an opportunity to check out Ford’s SUV lineup and other products, as well as meet with product specialists, by visiting the Ford Experience Tour housed in the Ironman Village at each of the events.
Beginning in Coeur D’Alene, the automaker’s display will include a special Ford Ironman Challenge that will give participants a chance to test their own skills and interact with Ford SUVs by competing in a virtual biking, swim and running challenge.
Feuell said she had the idea to pursue the title sponsorship while competing in an Ironman competition last year. One of the things she noticed was the number of competitors who arrived in SUVs, and relied on them as part of their physical and mental triathlon training.
“The more I talked with people, the more they said SUVs were the ideal vehicles for their success both in triathlons and in their personal and professional lives,” Feuell said. “We attended several events after that and explained to the triathlon people what Ford SUVs were all about, talked about the Ford truck heritage that the SUVs are built on, and how we shared the same brand message about pushing yourself to the limit.”
In addition to the Ford Experience Tour, Ford will have a strong digital presence on the ironmanlive.com Web site, and will allow World Ironman Corp. to use Ford technologies such as wind tunnel testing on its athletes.
“That’s something they came up with,” Feuell said, “and we’re all for it. Our goal is to help grow the sport for athletes and spectators, so if the wind tunnel can help, we’ll let them try it.
Gatorade was title sponsor from 1991-1995. It replaced Bud Light, which had the title sponsorship from 1982-1990.
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