USA Triathlon serves as a National Governing Body, sanctions more than 4,300 races and connects with nearly 400,000 members each year making it the largest multi-sport organization in the world. Innovative Partnerships Group worked alongside USA Triathlon to help re-design their commercial sales platform and advance their Strategic Plan. In 2018, USA Triathlon has kicked off its “Time to Tri” initiative with Ironman to grow the sport of triathlon and also announced the first LA28 legacy race, which will kick-off in Long Beach, CA next summer.
USAT was a National Governing Body looking for new ways to bring on partners and drive long-term revenue. They had success getting the endemic categories onboard but needed a new way of thinking to attract the non-endemics to their property.
IPG came in and did a complete valuation of their current and future assets that were available to sell. We worked with the senior team at USAT to think differently and reposition the value proposition through next generation collateral. Once repositioned we were able to attract key new sponsors and long-term commissions.
IPG360 worked with USA Triathlon over the eligibility period to secure the most amount of sponsorship revenue in the history of the NGB. IPG360 increased overall sponsorship revenue by 49% and secured some of the most recognizable and new industry sponsorship category agreements.