The International Canoe Federation is aiming to increase the profile and sponsorship engagement of its top-level events ©Getty Images

The International Canoe Federation (ICF) has announced an exclusive partnership with Swiss-based marketing and commercial rights specialists Tridem Sports as it looks to increase the profile and sponsorship engagement of its top-level events.

Attracting attention to the World Cup Series and World Championships of canoe's two Olympic disciplines, slalom and sprint, is of particular interest to the ICF.  

This year's slalom World Cup Series is set to begin in Prague from June 19 to 21 and conclude in Pau, France, from August 14 to 16, while the sprint version is set to get underway in Montemor-o-Velho from May 15 to 17 and end in Copenhagen from May 29 to 31. 

Thereafter, the canoe slalom World Championships are scheduled to take place at the Lee Valley White Water Centre, venue for the London 2012 Olympic Games, from September 16 to 20, following the sprint equivalent in Milan from August 19 to 23.

Tridem Sports has worked with the International Ski Federation (FIS) since 2009, when the FIS Marketing AG was established with the aim of enhancing the value of FIS marketing rights and developing successful sponsorship projects.

"This is an exciting time for canoeing with the growth in TV audiences and new markets we believe that partnering with Tridem Sports we can capitalise on their experience with skiing in order to help us achieve our marketing and sponsorship goals over the next few years,” said Simon Toulson, the ICF secretary general.

Sprint canoeing has featured at the Olympic Games since 1936
Sprint canoeing has featured at the Olympic Games since Berlin 1936 ©Getty Images

Last month, European Athletics announced the creation of a new Marketing AG company in a joint venture with Tridem Sports.

The company will service commercial strategies and sales activities, including sponsor account management and rights delivery.

"We are excited about further expanding our activities in summer sports and look forward to working with the ICF,” said Christian Pirzer, chief executive of Tridem Sports.

“Canoeing has a long tradition as an Olympic sport and is becoming increasingly popular with fans of an outdoor lifestyle.”

Tridem Sports' portfolio includes event-marketing rights to the FIS Alpine and Nordic World Ski Championships and Engadin Skimarathon.

It also manages the commercial rights of clients such as Swiss cross-country skiers Dario and Gianluca Cologna.


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