Super League Triathlon (SLT), the professional triathlon series, has entered into a strategic partnership with Story10, a global video production and distribution agency, to increase international exposure for the upcoming 2022 series.
Through the partnership, the league will have all its content this year promoted to Story10’s global media distribution network, across broadcast, digital and social platforms.
The partnership will cover the Arena Games Triathlon esports series – the first SLT action of 2022, starting in Munich on April 9 – as well as the Championship Series later this year, and will involve Story10 “amplifying content from all areas of the sport”, SLT said.
These sectors will include race highlights, feature stories on both athletes, and wider activations, as well as other supporting content.
Distribution across Story10's range of broadcast partners will see “all content actively promoted in key markets … including guaranteed placement on sport-dedicated social channels”, SLT said.
The Arena Games Triathlon is a series of esports events that aims to blend real-life and virtual racing, and was created in November through a partnership between SLT and the World Triathlon governing body.
Story10 is owned by SNTV, the sports video news agency which is a joint venture between IMG and the Associated Press.
Joe Edwards, chief marketing officer at SLT, said: “Storytelling is at the heart of everything we do and Story10 are in a unique position to help us deliver that to a global audience and to provide exposure to our events and athletes through their extensive network and expertise, and we very much look forward to continuing our relationship with them.”
James Dobbs, SNTV’s managing director, added: “The success and growth of SLT’s race events will provide a real platform for current and future triathletes and Story10 is excited to provide the international engagement that will help deliver that growth.
“Being able to amplify their content through Story10’s global distribution network, will ensure exposure and engagement, whilst delivering high-quality sporting content to global audiences.”
Earlier this month, SLT entered into a European-wide broadcast rights deal with US media giant Discovery.
The deal, struck by Discovery Sports with SLT, includes live and highlights coverage of all SLT events during 2022 in all European countries where Discovery has a presence through its pan-continental Eurosport network and/or its Discovery+ and Eurosport App streaming services.
Discovery+ will provide SLT coverage for viewers in Denmark, Finland, Italy, the Netherlands, Norway, Sweden, and the UK, while the rest of Europe will have access through the Eurosport 1 and Eurosport 2 linear channels.