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orld Triathlon has announced an eight-year extension for its media rights deal with sports marketing agency, Infront, through to the end of 2028.

As part of the deal, Infront will continue to work on TriathlonLive, World Triathlon’s over-the-top (OTT) platform, and will exclusively distribute international media rights for World Triathlon events.

World Triathlon president, Marisol Casado, said the partnership will help the exposure of the sport with more global broadcast partnerships.

“After several seasons of partnerships with Infront we are delighted with the continuous growth of TriathlonLive and the exposure of our sport through our global broadcast partners.

“We look forward to continuing this balanced approach together with Infront to reach and engage our worldwide audience via all media channels,” she said.

Infront senior vice president of summer sports, Julien Ternisien, said the long-term extension highlights the international governing body’s commitment to growth.

“Our cooperation with World Triathlon over the last few years (the original partnership was signed in 2018) provides a strong foundation for this extended agreement despite the global disruptions to the season and we are excited to continue our collaboration,” Ternisien said.

“This long-term partnership allows us to build on a joint strategy to find the right balance between broadcast and the growing importance of the TriathlonLive to bring the sport to a wider and more engaged audience,” he said.

The TriathlonLive platform was launched ahead of the 2019 season and provides coverage of over 80 live events per season, with exclusive behind the scenes content and interviews.