The German Triathlon Union (DTU) has today agreed an exclusive five-year marketing rights partnership with Infront, the international sports marketing agency.

The agreement includes sponsorship rights for the DTU national team, the 1st Bitburger 0.0% Triathlon Bundesliga domestic series, and to other selected DTU competitions, until 2026.

In addition, the DTU and the Switzerland-based agency will collaborate to develop new rights opportunities, particularly across digital platforms.

The German body’s marketing team will work closely with Infront “to ensure continuity and authenticity in rights implementation.”

Wanda-owned Infront will primarily focus on the acquisition of new clients and developing the commercial aspects of the DTU.

Matthias Zöll, general secretary of the DTU, has said: "With this strategic cooperation we want to continue the very positive economic development of the federation and also use the potential that has remained hidden to us so far due to our current structure.

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“We are pleased and proud to have found a renowned partner in Infront, which has an extremely high level of expertise in the field of event marketing."

Hans-Peter Zurbruegg, senior vice-president of personal and corporate fitness at Infront, added: "We are convinced that the sport of triathlon and the DTU still has a lot of untapped potential.

“They represent an ideal blend of sport and lifestyle, combined with extensive activation opportunities. We will certainly benefit from our network and experience in the field of personal and corporate fitness in realising this potential.”

Infront already has a strong presence in triathlon, notably as the media rights partner of World Triathlon, the sport's governing body, in a long-term deal that runs to 2028.