Following on from the announcement yesterday that Mazda and the BTF have joined forces to create a regional identification programme, Mazda have also announced that they will be taking over from Michelob as the main sponsor of the London Triathlon.

Mazda is bringing its Zoom-Zoom spirit to the adrenaline-fuelled world of triathlon racing, by becoming title sponsor of the world’s largest and most popular triathlon: the ‘Mazda London Triathlon’. Following Mazda’s successful secondary sponsorship of this year’s London Triathlon, Mazda has agreed to a two year title sponsorship, commencing in 2008.

The 2007 event, which presented competitors with a tough three-way challenge of swimming, cycling and running, attracted more than 12,000 entries. Nearly 10,000 triathletes, including first timers, seasoned and club athletes, UK and international elites competed throughout the race weekend.

Nick Rusling, managing director of London Triathlon Ltd, commented: “We have seen the London Triathlon grow into the world’s largest and we believe that Mazda is the right fit to help continue that growth. It is great to see Mazda making such a commitment to the sport of triathlon and their title sponsorship of The London Triathlon highlights their commitment and drive.”

Mark Cameron, marketing director for Mazda UK, commented: “London is an inspiring location and as the world’s largest triathlon it offers an exciting opportunity for those taking part.

“With the stunning backdrop of Canary Wharf and the opportunity to cycle past Big Ben it is a prestigious event in which to be involved. Mazda’s whole Zoom Zoom philosophy is about the thrill of driving and the feeling you get driving one of our cars. It is an attitude to life and a mode-of-thinking and Triathlon echoes that.

“Mazda is looking to give something back to Triathlon fans and prospective Mazda customers through this sponsorship by increasing participation in the sport at local and national Triathlons as well as seeking potential triathletes for future major games. Mazda wants to be a key enabler for growing levels of Triathlon awareness and participation.”

The title sponsorship of the London Triathlon is only one aspect of Mazda’s commitment to the sport. Mazda has also announced a partnership with the British Triathlon Federation (BTF). Mazda and the BTF have initiated an innovative Regional Talent Identification programme.

The Regional Talent ID Programme divides the country into nine different regions: South West, South East, London, Eastern, West Midlands, East Midlands, Yorkshire and Humberside, North West and North East.

Each of the region’s top triathlon performers aged 14 to 17 – selected from Triathlon coach visits to local schools and regional sport events – will be selected to join newly founded Regional Academies where they will have access to a Talent Identification Coach. Through this process of nurturing and developing aspiring stars of the sport, the aim is to raise the standard of Britain's participation in major competitions.

Next year’s Mazda London Triathlon will take place on 9-10th August at ExCeL, London. Individual entries will close at the end of January 2008 and team entries will close at the end of May 2008. All entries can be made by visiting: www.thelondontriathlon.com