British Triathlon & Sport Relief
Broadening the reach of triathlon with strategic partnerships
The goal of the GO TRI Gym Challenge is to make triathlon more accessible to new audiences and change perceptions that the sport is only for elite athletes. Promote helped take the sport to new audiences and drive sign-ups to GO TRI by establishing a partnership with Sport Relief, the biennial charity event from Comic Relief, in association with BBC Sport, which brings together the worlds of sport and entertainment to raise money to help vulnerable people.
Promote introduced British Triathlon to Sport Relief and helped establish the NGB as an official supporter of the charity. This included facilitating contract negotiations, donation deed finalisation and confirming inclusions on the new Sport Relief app.
We then moved onto amplifying the partnership, building relationships with nationwide leisure operators, creating content and securing support from key media and social media influencers.
Made in Chelsea star Ryan Libby took on the GO TRI challenge, creating and posting a video challenging his 165K Instagram followers to get involved and try and beat his GO TRI time.
British Triathlon hosted an open water swimming training session for BBC presenter Alex Jones who was taking on the ‘Mother of all Challenges’ for Sport Relief. Alex posted on her social channels mentioning British Triathlon and thanking them for their help the training morning which was also featured on BBC The One Show the same evening watched by 5 million viewers.
Promote established a strategic partnership between British Triathlon and Sport Relief, then drove awareness of the relationship through targeted media and influencer relations delivering around 6 million opportunities to see.
Influencer social reach
Sport Relief app downloads
BBC The One Show viewers
What do our clients think?
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Neil Randall, Director of Sales & Marketing, Anytime Fitness
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Clare Cooper, Rugby Growth Manager, RFU
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Siobhán Madeley, Communications Manager, EHF