Upsolut to sell British Triathlon rights

British Triathlon has signed up the Upsolut Sport UK agency to assist the sport’s national governing body in selling its media rights.

The length of the deal, which starts immediately, was not disclosed.

Upsolut, which is owned by the Lagardère Unlimited sports marketing division of French media and defence conglomerate Lagardère, has served as British Triathlon’s event delivery partner since 2009.

“With the backing of a major sports marketing parent company, Lagardère, the extension of this agreement to include marketing of the sports rights is a natural progression of our partnership and one we hope will ensure triathlon’s profile continues to grow and thrive as a dynamic and popular sport in this country,” British Triathlon chief executive Zara Hyde Peters said.