Warner Bros. Discovery picks up PTO Tour rights in Europe

The Professional Triathletes Organisation (PTO) and Warner Bros. Discovery have announced an exclusive multi-year partnership to broadcast live and on-demand coverage of the new PTO Tour – a series of global events featuring the world’s best triathletes.

Starting with the PTO Canadian Open in Edmonton on 23-24 July, which will air live on Eurosport 1, the agreement will see exclusive live coverage in 50 territories across Europe on its linear channels and live streaming via discovery+, the Eurosport App and GCN+.

The deal builds on Warner Bros. Discovery’s broadcast of the PTO’s inaugural Collins Cup last year, which pits Europe versus Internationals versus US.

The PTO Tour race schedule for 2022 include  the PTO Canadian Open (23-24 July); the second edition of the $1.5m Collins Cup (20 August); and the first PTO US Open (17-18 September).

In 2023 and 2024, the PTO Tour plans to expand with the PTO European Open and the PTO Asian Open, alongside their US and Canadian equivalents and The Collins Cup. 

Highlights of the new partnership include:

• PTO Tour events broadcast exclusively live and on demand in Europe on Eurosport linear channels and streaming via discovery+ and the Eurosport App, as well as non-exclusively in Asia and exclusively across the Indian Subcontinent
• Each live broadcast delivered with localised commentary in 20 languages
• Coverage on Global Cycling Network (GCN) globally and the Global Triathlon Network (GTN).
• Coverage on Eurosport.com, which engages more than 50 million people each month, including a dedicated triathlon section alongside news and feature articles, near live clips across social media
• Broadcast of shoulder programming, including linear countdown shows and athlete short-form features
• On-demand race highlights featuring the best moments from each event
• News of the partnership coincides with the reveal of the PTO’s new global marketing campaign, featuring a global 30-second TV spot, social video clips, digital advertising and imagery, led by a two-minute hero film.

Tim Godfrey, chief marketing officer at the PTO, said: “The global broadcast viewing figures for the Collins Cup in 2021 surpassed all expectations and demonstrated that there is an appetite for compelling live broadcasts of triathlon events that appeal not only to the fans of endurance sports, but also to the general sports enthusiast.

“That success, combined with the great numbers and engagement we saw around the Herbalife24 PTO Pro-Am broadcast in May this year, helped shape our thinking on how to build this new partnership, which includes more standout events and an exciting combination of live, shoulder programming and editorial content across Warner Bros. Discovery’s impressive broadcast, digital and social platforms. This partnership around the PTO Tour is primed to take the sport and its superhuman athletes to the next level.”

Trojan Paillot, vice president, sports rights acquisitions and syndication, Warner Bros. Discovery Sports Europe, added: “The new PTO Tour is a fantastic proposition, as we saw first-hand from the Collins Cup last year. We are hugely excited to provide the scale and expertise of Warner Bros. Discovery Sports, using the reach of our broadcast network and engagement at scale of our digital platforms to support the growth of the PTO Tour.

“We have a unique ability to reach audiences wherever they are choosing to consume support – whether on TV, streaming or online. Alongside the breadth of coverage, content and programming we will present, this ensures we will engage existing and new fans of triathlon across Europe and beyond.”

Scott Young, senior vice president, content and production, Warner Bros. Discovery Sports Europe, said: “As Home of the Olympics in Europe, we know triathletes have some of the most compelling stories in sport. Our role as storytellers is to bring these stories to as many people as possible, offering the PTO and its athlete members a year-round platform to showcase their extraordinary talents.

“We will bring these stories to current and new audiences alike, supported by Warner Bros. Discovery’s extensive sports and entertainment expertise and the PTO’s outstanding production and capabilities to help tell the athlete’s stories. Taken together, this offers the potential to elevate and grow the sport as we establish an undisputed ‘Home of Triathlon’ for fans everywhere.”

Alistair Brownlee, PTO Athlete Board Member, said: “Last year’s Collins Cup was a pivotal moment for the athletes as well as the sport, with the highest prize in the sport’s history and a ground-breaking made-for-TV format.

“In 2022, we are all excited to see how we can partner with Warner Bros. Discovery to take this further and ensure the PTO Tour events set a gold standard for broadcasting within our sport.”