Triathlon has long been looking to attract sponsors from outside the swim, bike and run world so the latest news from the Professional Triathletes Organisation is encouraging for the sport as a whole.

For the PTO has announced a three-year agreement with global payments and financial platform Sokin, to become a foundational – and non-endemic – partner of the T100 Triathlon World Tour.

Sokin last year signed a multi-year agreement with iconic football club Manchester United and has also partnered with a range of other top European clubs as well as rugby union’s British & Irish Lions for the Test series in Australia last summer.

Title partner in San Francisco

As part of the PTO deal, Sokin will become the Tour’s Official Global Business Payments Partner as well as title partner of the San Francisco event on 6-7 June, 2026, with the professional race being branded the Sokin San Francisco T100 Triathlon.

And the legendary amateur race, now in its 46th year, will become the Sokin Escape From Alcatraz Triathlon – the first time in the race’s history that it’s had a named title partner.

The partnership will also see the PTO use Sokin’s leading global platform, which can manage its entire cross-border financial stack. Through the platform, the PTO will streamline its global payments and gain access to Sokin’s multi-currency accounts, FX, and treasury infrastructure capabilities.

The PTO say will benefit from more efficient and scalable international business operations as the organisation continues to expand its race calendar and global footprint.

This week also saw the PTO in the news regarding pro athlete payments from the Qatar T100 Grand Final in December, both for that race and the lucrative annual series rankings.

A spokesperson told TRI247: “Payments are being made this month, as planned. We thank athletes for their ongoing support.”

Taking triathlon mainstream

Sam Renouf, CEO of PTO, said: “This is a significant partnership for the PTO at an important moment in our growth. As we prepare to launch our new Triathlon World Tour in 2027 with our partners World Triathlon, scaling from nine events this year to more than 80 globally, having the right partners in place is critical.

“Sokin’s expertise in simplifying global payments will play an important role as we expand into new markets and continue our mission to take triathlon mainstream.”

Sokin has seen rapid growth with revenue increasing 100% year-on-year and rising eightfold since 2022. Its platform provides global payments, multi-currency accounts and treasury management, helping businesses streamline cross-border transactions and scale internationally.

Vroon Modgill, Sokin CEO, commented: “The US is a major growth market for Sokin and having the honor of putting our name on the legendary Escape From Alcatraz Triathlon puts us in front of exactly the kind of business audience we want to reach there.

“Sports partnerships have been one of the most effective ways for us to build brand presence in international markets and sports organizations like the Professional Triathletes Organisation have the global reach and complex business operations that Sokin’s platform is built to support. That dual fit is what made this an obvious partnership for us.”