In a partnership brokered by the ITU's marketing agency Upsolut, the British retailer will support the 2013 Series, which is entering its fifth year, as it showcases eight events starting in Auckland, New Zealand, followed by San Diego, Yokohama, Madrid, Kitzbühel, Hamburg, Stockholm and finishing with the World Triathlon Grand Final on the London 2012 Olympic course in Hyde Park.

"The ITU World Triathlon Series has seen astonishing growth year after year," said ITU President Marisol Casado, who is also an International Olympic Committee (IOC) member.

"The 2013 season promises more thrilling ITU racing, which will culminate in London where we witnessed some of the most spectacular action in the history of our sport.

"We are very pleased to be working with Chain Reaction Cycles, as the partnership will enable our participants worldwide to benefit from Chain Reaction Cycles' expertise, insight and product knowledge."

All elite women's and men's races will be broadcast live to an international television audience of more than 160 countries, as well as streamed online, and each stage will feature age-group races, enabling participation from triathletes on a global scale.

Grant Norris, Chain Reaction Cycles' global head of events, said: "We're thrilled to be partnering with the world's premier triathlon series, and look forward to meeting our fans and customers throughout the world who we know are as passionate about triathlon as us.

"To have the Grand Final being hosted so close to home will make this year extra special, even more so because the course will be run on the London 2012 circuit."

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