The firm joins British Triathlon's corporate partner Tata Steel, which has confirmed its status as the presenting partner for the second year running, and GE, which is backing both the British team and the event, which is part of the worldwide Dextro Energy Triathlon ITU World Championship series, at Hyde Park from August 6-7.

Marie Curie Cancer Care is once again the official UK charity partner.

"For a strong UK high street brand like Clarks to come on board as a domestic partner is a big boost," said Robert Puestow, of Upsolut UK, which is organising and promoting the event on behalf of the ITU and British Triathlon.

"They will be using the connection to promote their Clarks Sport range to a growing and mass-participation sport.

"We are delighted, too, that Tata Steel have signed as the presenting partner a second time around - their support is invaluable."

The event will not just be about the elite competitors on the day and some sponsors will use it as an opportunity for employee engagement as they enter teams for the public races on the same days.

Sarah Jolley, communications manager of Tata Steel, said: "It is such a fantastic opportunity to get our staff involved.

"Last year we had a team in the age-group events and we will have a wave of people involved again."

Tata Steel has been instrumental in the growth and development of triathlon in the UK for the past five years.

The company has also constructed a unique temporary pavilion using innovative post-tensioned steel technology to enhance the spectator experience, and will do the same this year.

GE will use their involvement with leading British triathletes such as Alistair and Jonathan Brownlee and Helen Jenkins to help employees, local clubs and fans of their Facebook site experience the race and triathlon.

"We are running master classes with the help of members of the GE GB Elite team and have already held a competition to win places on the starting line of the age-group events and relay," said GE's Simon Langford.

"Hyde Park gives us the opportunity to pull together all the strands of our involvement in the sport."

Marie Curie Cancer Care is encouraging as many entrants as possible to sign up to compete for them.

The valuable funds raised will help Marie Curie Nurses provide free care to people with terminal cancer and other illnesses in their own homes.

Everyone who signs up with Marie Curie will receive a free technical performance running vest.


The event, backed by UK Sport's World Class Events programme, has extra cachet this year as it will be one of only two selection events for the British squad for the London Olympic Games - the other being the grand final of the series in Beijing.

"Being able to perform on the day at the major standalone events is what makes performing at the highest level so challenging, so that's what our athletes are aiming towards," said British Triathlon head coach Joel Fillol.

"Podium performances at other series events will be taken into consideration, but London and Beijing are the most important races in terms of selection."

Esther Nicholls, events consultant for UK Sport, said: "We are delighted to support this event for the third year in a row, as it will provide valuable experience for our athletes on the potential Olympic course in front of a home crowd."

The London 2011 event is being staged with the support of official visitor organisation Visit London and the Mayor of London.

"The beauty of an event like this in an iconic Royal Park setting is that it showcases London to the world but also offers local people the opportunity to see a top Olympic sport in action free of charge," said Iain Edmondson of Visit London.

"This year's route around Buckingham Palace will add to the drama and feel like a proper dress rehearsal."

Sarah Cook, events manager of The Royal Parks, said: "We're thrilled to welcome the Dextro Energy Triathlon ITU World Championship back to Hyde Park for the third consecutive year.

"Bringing together one of the world's most exciting sporting events and one of London's most beautiful backdrops, it promises to be an unmissable event."


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