The Professional Triathletes Organisation (PTO) has brought in online investment bank Saxo as a new sponsor for the upcoming Dubai T100 Triathlon event.
Saxo, based in Denmark, becomes an official partner for that event, which will take place between November 13 and 15 at the Al Mamzar course.
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The tie-up gives the bank branding rights, both at the event itself and on digital platforms, as well as client hospitality rights.
Stuart Ramsey, chief commercial officer at the PTO, commented: "We’re delighted to welcome Saxo as a partner of the Dubai T100 Triathlon. Saxo’s global reach and its commitment to helping people pursue their ambitions make it a natural fit for the T100 and the athletes who race it."
Damian Hitchen, chief executive for the Middle East and North Africa at Saxo Bank, added: "This event lets us connect with Dubai’s driven, investment-minded community."
This event is the penultimate one in the PTO's 2026 T100 Race To Qatar series, which has already taken in locations such as Singapore, Spain, San Francisco, Vancouver, London, and the French Riviera.
In terms of commercial activity at the PTO over the last few months, late August saw the series bring in global logistics and delivery heavyweight DHL as a new partner.
From 2027, the PTO and the World Triathlon governing body will be launching a jointly created new series.
The Triathlon World Tour will get underway next year and combine the T100 Triathlon World Tour (rebranded in January 2024), the World Triathlon Championship Series (rebranded), and World Triathlon Cups.
This comes after the PTO and World Triathlon unveiled a 12-year strategic partnership to grow the sport back in October 2024, following an initial tie-up in mid-2023.
