The company are the global financial services partner of the ITU and the change has been made to incorporate their recent rebranding.

Columbia Threadneedle's brand will feature in the remaining eight events of the series, starting with the event in Gold Coast, due to take place on April 11 and 12. 

A new leader trophy will also be presented to both the male and female elite athletes at the end of the season.

"We have been delighted with our sponsorship of the ITU World Triathlon Series and the substantial international exposure that it provides," global head of brand at Columbia Threadneedle Rupert Pybus said.

"Triathlon is a fantastic way to showcase our new global brand and it gives our clients an opportunity to participate in some of the world's most iconic cities."

Britain's Jonathan Brownlee leads the way in the men's rankings with 1,386 points, 104 points ahead of nearest challenger, Spain's Javier Gomez Noya.

American world champion Gwen Jorgensen currently leads the way in the women's Columbia Threadneedle Rankings, with Britain's Jonathan Brownlee ahead in the men's ©Getty Images



Brownlee claimed his first world series win of the season in Auckland yesterday, ending a run of three recent defeats to Gomez Noya as the Spaniard finished second.

The women's rankings are currently topped by American Gwen Jorgensen, who was also victorious in Auckland, and the 2014 world champion feels the World Series gives athletes a great chance to improve ahead of the 2016 Olympic Games in Rio de Janeiro.

"I was honoured to hold the Leader's Trophy in 2014," Jorgensen said.

"The Columbia Threadneedle Rankings will be as competitive as ever in 2015 with athletes trying to qualify for the 2016 Rio Olympic Games.

"I am training and preparing with intent in 2015 and hope to continue to learn and improve."

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