The deal, estimated to be worth £500,000, will help the BTF fund a nationwide initiative to identify and support the next generation of British triathlete and also includes title sponsorship of the London Triathlon, the sport's flag-ship event.

 

The £50,000 regional identification programme divides the country into nine different regions: South West, South East, London, Eastern, West Midlands, East Midlands, Yorkshire and Humberside, North West and North East.

 

Each of the region's top performers aged 14 to 17 will be selected to join newly founded regional academies where they will have access to a talent identification coach.

 

Next year's London Triathlon will take place on August 9-10 at Excel, a venue that will host several events during the 2012 Olympics, and up to 12,000 competitors are expected to enter.

 

Norman Brook, the chief executive of the BTF, said: "Over the last seven years, triathlon in Britain has taken major steps forward.

 

"Our elite performance on the global stage has been outstanding, with six European and four world champions in Olympic-focussed triathlon in the last two years alone; and many more in the non-Olympic disciplines.

 

"We are also enjoying the envied position of being quoted as the UK's fastest growing sport.

 

"It is our responsibility to protect our current standing in the sport and ensure that there is sufficient young talent coming through to increase our chances of global success in the major games."

 

Mark Cameron, the marketing director for Mazda UK, said: "Mazda is a growing challenger brand that likes to do thing differently.

 

"Mazda is looking to give something back to triathlon fans and prospective Mazda customers through this sponsorship by increasing participation in the sport at local and national triathlons as well as seeking potential triathletes to compete for major future events."