As the Premier Sponsor of British Triathlon between 2006 and 2008, and the Corporate Partner since 2009 Tata Steel (formerly known as Corus) has encouraged the development of triathlon from grassroots level through to potential Olympic and Paralympic champions. Tata Steel has been underpinning the Federation’s work during the sport’s biggest time of growth.
Far from being a traditional sports sponsorship, the partnership has placed a considerable emphasis on enabling broad participation in the sport and in-so-doing, unlocking its power as a force for good.
Tata Steel has helped introduce over 35,000 children from 400 schools to the sport, through the Tata Kids of Steel children’s triathlon series (link). The series of nationwide mini-triathlons for school children aged 8 - 13 has provided children of all levels and capabilities with the opportunity to have a fun experience of the sport. All the equipment is provided including bikes and helmets, and every child receives a swim cap, gym sack, t-shirt and medal for participating. In 2012 there will be 24 Tata Kids of Steel events across the UK.
Tata Steel reinforced its commitment to the development and promotion of triathlon by being the Presenting Partner of the Dextro Energy Triathlon ITU World Championship London in both 2010 and 2011. Tata Steel elevated the presentation and spectator experience of the sport by creating a unique piece of temporary infrastructure to house the VIP area and grandstand, showcasing steel technology.
Tata Steel employees have been at the heart of the sponsorship initiative throughout. Over 100 Tata Steel and Tata Group employees took part in the Tata Steel Triathlon Challenge at the Dextro Energy Triathlon ITU World Championship London presented by Tata Steel in 2011. Tata Steel employees are also encouraged to volunteer at Tata Kids of Steel events across the UK with events at Scunthorpe, Teesside, Corby, Birmingham, Rotherham, Swansea and Mold supported by locally based Tata Steel employees.
Tata Steel has also been intrinsic to the growth of Paratriathlon culminating in its inclusion in the 2016 Paralympic games. Through supporting both the introduction of a Paratriathlon Manager, and sponsoring the domestic showpiece for the sport, in the form of the Tata Steel British Paratriathlon Championships since the inaugural event in 2008 (link), Tata Steel has helped the sport grow from strength to strength.