Just when you thought no triathlon news- especially USAT news- could come out of Parsippany, New Jersey we hit you with news from the Garden State. Avis Rent A Car and USA Triathlon (USAT) announced their new partnership. Avis will be a Bronze Level partner with USAT. For those triathletes living in an a cave, USAT is the national governing organization for aquathlons, triathlons, duathlons and all sorts of other multisport races.
What does it all mean? Triathlon Training Series not only has the best and most popular triathlon training DVD, but it also has an Avis answer for you. The word on the streets is that Avis will now offer discounts and other deals to the member triathletes, duathletes, aquathletes, multisport racers, coaches, parents and fans involved in USAT events. Sweet.
What does that mean? We have no idea.
The good news for the good people at Avis is that we’ll see their logo on signage for more than 3,000 events and races. Avis is stoked about that. The fact that so many brands get such great exposure at triathlons is reason enough to partner with USAT. They’ll also get to slap their logo on the USAT website and other newsletters.
The strategy behind this partnership is that the good people of Avis Rent A Car believe there is brand alignment with USAT. This is due, in part, to Avis’ “We try harder” attitude. They feel that translates to the world of triathlon. They kinda have a point.
We’re curious to see where it goes. Of course there are two side to big sponsorships like this. Some say that it ruins triathlon and steers it further away from the grass roots elements that stoked the early fires of the sport. Others say that we need that corporate exposure to help expand and sustain triathlon. Both sides are right and both sides are wrong. Try and figure that one out.
What are your thoughts? Is big sponsorship hurting or helping triathlon?