The Professional Triathletes Organisation has agreed a distribution partnership with Story10, the branded content division of sports video news agency SNTV, for the upcoming inaugural Collins Cup triathlon event.

Under the tie-up, Story10 will distribute highlights, pre- and post-race reaction and venue profiling for the tournament.

Through the partnership, Story10 will aim to generate exposure and awareness of the Collins Cup worldwide to its global network of more than 1,200 media outlets, across broadcast, digital and social.

Leveraging Story10’s social partner network and bespoke PR services, PTO will also see its video content actively promoted to key markets and across multi-sport channels globally.  

Modelled on golf’s Ryder Cup and designed to be “broadcast-friendly”, the Collins Cup will be contested by teams of international, European and US athletes in Samorín, Slovakia on 28 August.

SNTV, which is a joint venture between IMG and The Associated Press, launched the new branded content division in June.

Story10 aims to help brands, federations and sports organisations promote themselves more effectively in campaigns.

The commercial division has partnerships with sports sponsors and event organisers to help them develop content to connect with fans.

Story10 has already provided services for major brands including Puma, Mercedes, Heineken and ABB, plus motor racing’s Extreme E, sailing’s SailGP and UK horse racing’s Royal Ascot meeting.

It has access to video crews in territories worldwide, and regional production hubs in London, Dubai, Singapore, Tokyo, Rio de Janeiro and Los Angeles.

James Dobbs, managing director of SNTV, said: “Amplifying this event via Story10's global network will ensure exposure and engagement for the PTO whilst delivering high-quality sporting drama to our audiences worldwide.

“The success and growth of this event will provide a real platform for current and future triathletes and Story10 is excited to provide the international engagement that helps deliver that growth.”

Tim Godfrey, PTO chief marketing officer, added: “The Collins Cup is poised to be a hugely innovative and exciting new format in triathlon and we are very excited to share it with a global audience.

“Story10 is perfectly positioned to ensure this event is seen by millions of people through their extensive network of over 1,200 media outlets.”

Earlier this week, the PTO expanded the broadcast footprint of its debut flagship event by agreeing a rights deal with BeIN Sports, the international pay-television broadcaster, covering USA, Canada and a range of countries in the Middle East and North Africa.