The iconic brand, who make arguably the most recognisable eyewear brand in the world, are to be the Official Global Eyewear Sponsor of the series in a deal jointly brokered by the ITU and Upsolut Event GmbH, the sport's organisation and marketing partner

Oakley already sponsor a number of top triathletes, including Olympic gold medallists Emma Snowsill from Australia and Jan Frodeno from Germany, world Champions Javier Gomez from Spain and Emma Moffatt, another and a bevy of World Cup winners and Olympians such as Australia's Brad Kahlefeldt, Sweden's Lisa Norden, Switzerland's Nicola Spirig and New Zealand's Kris Gemmell.

Marisol Casado, the ITU President, said: "With its product quality, Oakley has been favoured by many triathletes from elite to amateur competitors.

"The new partnership will earn big cheers from existing fans and attract new audiences through the exciting sport of triathlon."

Oakley join a roster of sponsors for the World Championship Series that, besides Dextro, include Suunto, Skins, Specialized, Rock-It Cargo and Laureus Sport for Good Foundation.


Related stories
February 2011: ITU Announces prize money and Gold Group athletes for 2011 World Championship Series
February 2011: Rock-It Cargo is new sponsor of Dextro Energy Triathlon ITU World Championship Series
December 2010: Triathlon TV figures on the rise around the world
October 2010: Triathlon chief heralds "dynamic" World Cup Series as 2011 schedule is announced