The German car manufacturer BMW will become the driving force behind Triathlon Ireland after signing a €1 million three-year deal.

In some great news for the sport of triathlon, BMW Group Ireland is set to become Triathlon Ireland’s main sponsor. The €1 million three-year deal will also see the brand become the title sponsor of the BMW Triathlon National Series and the BMW Duathlon National Series.

Triathlon Ireland Sponsorship Deal
Orla Walsh, Kieran Jackson, Con Doherty and Niamh Corry (Credit: ©INPHO/Morgan Treacy)

The move is a smart one by BMW when you look at the stats, Ireland has the fifth highest participation rate per capita in triathlon of any country in the world. This year alone more than 70,000 people will participate or watch a triathlon event on the island. And youth and kids triathlon has witnessed a threefold increase in the last five years.

This summer, more than 10,000 people will compete in the BMW Triathlon National Series – a nationwide league of 17 races which take place around Ireland between May and September. The sport has mass appeal, with people of all ages (from 16 all the way up to 74) participating. Triathlon also has one of the highest female participation rates in the country, at 35%.

Managing Director BMW Ireland Group, Paulo Alves says, “At the core of our brand is a notion to make every second count, whether in a professional, personal or sporting sense so we are very excited to come on board and further support the development of the sport here in Ireland”.

An idea already in the pipeline between the two brands is the plan to launch a competitive Corporate Series, to encourage companies to help their employees towards greater health and fitness. This is in-line with the Government’s National Physical Activity plan (2016) to promote workplace wellbeing.

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By Orla O'Muiri

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