In this role, they will support triathletes spanning elite and recreational levels who are competing, as they repeat a role they enjoyed at last year's Grand Final in London where they provided wetsuits for many of the 8,500 athletes in the swim section of the race. 

The company also has a major presence at all levels of the sport, and sponsors leading names including the four time Para-triathlon world champion Faye McClelland as well as triathletes at lower levels. 

"Blueseventy was a natural choice for us in terms of sponsorship, as they are already so engrained in the triathlon community," reflected ITU President Marisol Casado.

"They understand our sport and the need for top gear in order to produce maximum results."

Spanish world champion Javier Gómez won the opening men's leg of the World Series in Auckland earlier this month ©Getty Images



Similar excitement at the deal was conveyed by blueseventy chief executive Tim Moxey.

"With our goal of creating and refining products that empower swimmers to achieve their personal bests, working with the ITU World Triathlon Series allows us to interact with a broad skill range, from pro triathletes to those just starting out," he said.

"One of the many benefits of this partnership for us is to have another avenue of feedback that will help us create the best products on the market."

The 2014 World Triathlon Series began at the beginning of this month in Auckland and will also visit Yokahama, Chicago, Hamburg and Stockholm before the final in Edmonton, with each event featuring age-group and elite races and broadcast in around 160 countries.

Contact the writer of this story at [email protected]


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