Speedo has also been named as the official swim partner for the event - presented by Tata Steel and taking place in London’s Hyde Park on July 24-25.

Many of the world’s leading triathletes are expected to race at the 2010 Dextro Energy, ITU World Championship London as they compete for points in the lead up to the Grand Final in Budapest in September.  

Top British triathletes are also already vying for the eight spaces available to the host nation.  

World Champion Alistair Brownlee has missed the season’s two opening events through injury but hopes to be fit when the Series comes to London.

Brownlee said: "The Dextro Energy Triathlon, London, is hugely important to me. 

"With the Olympic Games coming at the same venue, this is the one to win.

"It’s also great to lay down a marker in front of the home fans and London will be more crucial this year” he added referring to his injury-enforced absence from the event.

It will be broadcast live on the BBC (BBC 2 on July 25 15.00-18.00; and live on red button from 13.00 – 15.00 on July 24), with a 52 minute highlights show on Channel 4 on August 4 and British Eurosport on August 8 at 08.30 and 18.00 as well as reaching a global audience through international broadcast partners.

The event is also set to attract thousands of spectators to one of the capital’s iconic venues.

James Robinson of Upsolut Sports UK Ltd, the organisers of the Hyde Park event on behalf of the ITU, was delighted with the signing of the two-year deal for the London leg of the global series which takes place on the Olympic venue.

He said: "It is a significant boost to have Speedo on board for the event.

"They are a proven partner for global sports events and we value their backing as well as the expertise they can bring to the table in support of this new and exciting event."

Dave Newbury, Speedo International Ltd’s UK Sports Marketing Manager said: "The Dextro Energy Triathlon is a perfect fit for us.

"We are constantly developing and increasing our product range across all swim related sectors from fashion swimwear through to performance and now triathlon. 2010 is merely a starting point for us and we are thrilled to be sponsoring events, coaches and athletes alike."

Speedo, now part of the Pentland Group, has been at the cutting edge since its early origins in Australia. 

The sport of triathlon is a growing market for the company and a merchandising range for the Hyde Park event will form part of the event strategy.

Speedo have signed up for the 2010 and 2011 events. 

The 2010 event will see the women’s elite race, junior and youth Aquathlon, Paratriathlon and sprint distance age group races staged on Saturday July 24, with the men’s elite race and Olympic Distance age group races on Sunday July 25. 

Contact the writer of this story at [email protected] 


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