The International Triathlon Union [ITU], the sports federation that governs the Olympic sport of Triathlon, has hired Vero Communications to develop an international communications strategy, liaise with international sports media and promote the federation. 

Vero will also help boost the ITU’s profile on social media platforms and work on a digital media strategy to increase public engagement worldwide.

“Since Triathlon joined the Olympic Programme at Sydney 2000, the sport has grown in popularity around the world,” said Marisol Casado, ITU President and IOC Member for Spain. “ITU is immensely proud of Triathlon’s Olympic and Paralympic status and we look forward to continuing the sport’s development internationally and engaging new participants and fans.

“With Vero’s proven expertise in international sport, combined with the work of the ITU team, we know we have a very strong group to help us grow our communications and engagement over the coming years.”

Vero, based in London and led by chairman Mike Lee OBE, works with a number of international sports federations as well as cities bidding for mega-events, including Rio 2016, PyeongChang 2018 and Qatar 2022.

“The federation has a real ambition to harness the appeal of Triathlon in existing markets and spread the message of the sport to new parts of the world,” said Lee. “ITU has a very positive story to tell and our role will be to help ensure that this story is communicated effectively to international sporting stakeholders, media and fans.”