The PTO Tour series was recently rebranded as the T100 Triathlon World Tour ahead of the 2024 season. (PTO)

IMG, the international sports marketing agency, has extended its deal with the athlete-backed Professional Triathletes Organisation (PTO) to sell media rights for its T100 Triathlon World Tour until 2026.

The deal will see IMG manage the broadcast deals for the eight T100 races in markets across Asia, Australasia, Africa, North America (excluding the US), and Latin America, as well as free-to-air rights across Europe.

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The PTO Tour series was recently rebranded as the T100 Triathlon World Tour ahead of the 2024 season under a partnership with the World Triathlon governing body.

The competition will see 40 of the world’s highest-ranked athletes – 20 women and 20 men – compete in eight 100km (2km swim, 80km bike, 18km run) international races across three continents each year.

Starting with the Miami T100 on Saturday (March 9), the tour will then visit Singapore (April 13-14), San Francisco (June 8-9), London (July 27-28), Ibiza (September 28-29), Lake Las Vegas (October 19-20), and Dubai (November 16-17), before culminating in the Grand Final on November 29-30.

Last season, the PTO attracted a global live TV and streaming audience of 24.6 million for its three races in Ibiza, Milwaukee, and Singapore, through multiple major broadcast partnerships that saw the series aired in over 195 territories around the world.

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IMG has distributed the PTO’s media rights since 2001.

Sam Renouf, PTO chief executive, said: “Our extension with IMG represents a significant validation for the PTO on its journey to take triathlon into the mainstream. Not only is it a fantastic endorsement of our partnership over the last few years, but also of the PTO’s strategy for the T100 Triathlon World Tour.

“The positive reaction from broadcasters and fans to the PTO’s progress has encouraged us to expand the series to eight races, in order to create season-long narratives, culminating in the crowning of an official men’s and women’s World Champion.

“IMG has represented the PTO’s media rights since 2001, contributing to the growth and development of the endurance sports landscape and specifically working to establish the property as the F1 for endurance sport.”

Rebecca Levin, vice president for IMG’s media business in North America, added: “The T100 Triathlon World Tour represents the pinnacle of endurance sport. We’re excited to extend our partnership and continue working together to elevate professional triathlon on a global sporting stage, connect with new audiences worldwide, and drive further commercial growth.”

IMG sells international media rights for several major sporting organizations, including the NFL, NWSL, EuroLeague, Betfred Super League, Eredivisie, Belgian Pro League, A-League, Saudi Pro League, CONMEBOL, Concacaf, the R&A, and tennis' Wimbledon Championships and US Open.