The deal – the value of which has not been disclosed – will mean the event, which is owned by IMG Challenger World, named the Virgin Active London Triathlon.

It amplifies the Virgin brand's association with sport being built by its five-year £17 million ($26 million) sponsorship of the London Marathon - with Virgin Money as the lead brand - which started this year.

The deal will be supported by Virgin Active's own internal and external marketing activity, with all triathlon communications branded with the health club's logo.

Virgin Active will help its members train and prepare by launching a range of classes especially tailored for the event.

The clubs will also stage their own indoor triathlon next year.

Richard Baker, chairman of Virgin Active, said he was very proud to be supporting the London Triathlon, given how well it fits with the core sports replicated in his clubs.

"This is the world's largest event of its type, and its reputation as the fastest growing Olympic sport allows us to encourage a wide range of people of all fitness levels, from beginner to elite, to get involved and try it for themselves," he said.

"We are aiming to dispel the myth that you have to be an elite athlete to participate, and it's our aim to grow the triathlon sport through many of our club's fun offerings, including a national indoor triathlon in 2011."

The triathlon takes place in London's Docklands from July 30-31 next year.

The event attracts more than 13,000 participants each year to its specially designed course, which incorporates Big Ben, Tower Bridge and the London Eye.


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