NEW YORK—World Triathlon Corporation, best known for its ownership of the Ironman Triathlon, has selected Ketchum Sports & Entertainment as its global public relations agency of record. Ketchum will work across the WTC portfolio, which includes Ironman, Ironman 70.3, IronKids and Iron Girl, to strengthen each brand’s global presence by building incremental consumer and trade awareness in the traditional and social media space.
The Ketchum team also will support WTC’s strategic corporate initiatives, including expansion of domestic and international events and the brand’s licensed products. Some well-known Ironman partners include Timex, Ford Motor Co., PowerBar, Foster Grant and K-Swiss.
“We were impressed with Ketchum’s proven track record in achieving results that impact the business of sports on a national and global scale,” says WTC chief executive officer and president Ben Fertic.
Last year, more than 125,000 people participated in Ironman and Ironman 70.3 events around the world.
“Our business model has changed significantly in the last year and we were looking for an agency partner to help build a global communications strategy and act as a driving force in key regions of the world,” says Blair LaHaye, director of communications for WTC. “Ketchum’s extensive network and wide range of capabilities serve as the right match to support our ongoing growth.”