The Professional Triathletes Organisation, the athlete-backed body, has signed a sponsorship agreement with Zwift, the online fitness platform, for its inaugural Collins Cup event.
The deal will see Zwift serve as the official virtual training and events partner of the competition.
The Collins Cup, an innovative Ryder-Cup style competition involving teams representing Europe, USA and Internationals, takes place in Samorin in Slovakia on 28 August.
The new partnership entails digital activations under the banner of 'The Collins Cup Tri Series by Zwift’ in the four weeks leading up to the event.
Participants will be able to contribute kilometers ridden or run to their favourite team, with the winning team able to select the first race day match up at the opening ceremony on 25 August.
Under the partnership, Zwift will receive broadcast exposure across the event and through a content series involving PTO athletes.
In addition, a Zwift Zone and a pro-athletes area will be in place at the Collins Cup where athletes will lead group rides for the Zwift community.
Craig Taylor, director of growth marketing – Tri & Run at Zwift, said: “We are excited to partner with the PTO for the inaugural Collins Cup to bring new and different event formats to the triathlon community. Zwift shares in PTO’s commitment to elevating the sport of triathlon to a global audience.
“With many of the pro athletes competing in The Collins Cup being regular Zwifters, this was the perfect opportunity to allow the community to join together in supporting their Team and idols to snag the crucial first race day match up.”
Sam Renouf, chief executive of PTO, added: “We are thrilled to partner with Zwift for the first-ever Collins Cup. Zwift is the perfect partner to help us raise awareness of the event and encourage engagement.
“Their global community of both triathletes and cyclists will showcase the race to a huge global audience of Zwifters and The Collins Cup Tri series will encourage international rivalries to be amplified on Zwift weeks before the Collins Cup race day on 28th August as fans across the world back their respective teams in advance of the race.”
Zwift already has a strong presence in cycling having teamed up with UCI for the Cycling Esports World Championships in 2020 and recently agreed a multi-year deal to become the presenting sponsor of the Women’s Tour de France.