Aquaphor and New York City Triathlon in three year title sponsorship deal

Healthy skincare brand Aquaphor has announced its role as the new title sponsor of the Aquaphor New York City Triathlon. This partnership, with NY Tri race organizer Korff Enterprises, is a three-year agreement that includes naming rights, as well as a variety of marketing and promotional components for the Olympic-distance race.

Leverage Agency, a New York City-based sports and entertainment marketing firm, brokered the deal between Aquaphor brand owner Beiersdorf and Korff Enterprises.

“Today’s announcement underscores Aquaphor’s commitment to athletes, one of our core target audiences. We are very excited to partner with the New York City Triathlon team in order to spread the message of the benefits of Aquaphor to triathletes both to those who will be in New York for the race and around the country,” said Magnus Jonsson, Vice President, Marketing at Beiersdorf.

Aquaphor, the ‘duct tape of dermatology’ and a cult favorite that relieves chapped, cracked and irritated skin is produced by Beiersdorf, a leading manufacturer of skin and beauty care products with over 125 years of experience in research and development, and a strong global presence. In addition, the company owns leading international brands such as NIVEA, NIVEA for Men, Eucerin, la prairie, Juvena, Labello and Florena.

Jonsson added, “We look forward to helping these hard-core athletes train and compete to ensure that when their skin is in crisis, Aquaphor can help to maximize their performance.”

“The New York City Triathlon has helped make New York the triathlon capital of America,” noted John Korff, President of Korff Enterprises, organizer of the event. “With the addition of Aquaphor as the title sponsor, we’ve partnered with a quality brand that will enhance the athlete experience.”

More than 3,000 athletes from 44 states and 10 countries will compete in the 2012 Aquaphor New York City Triathlon on 8 July 2012. The race includes a 1.5K swim in the Hudson River, 40K bike on the Henry Hudson Parkway and 10K run in Central Park.

As title sponsor, Aquaphor will help participants prepare and/or heal their skin during the tough swim bike and run, allowing them to achieve top performance at this year’s event. The company will sponsor some of the race’s most popular elements – including the Diaper Derby, athlete expo and finishers’ area – and will provide its popular Aquaphor Healing Ointment and Lip Repair products to participants and fans.

Additionally, the company has confirmed that world champion athlete, author, host of ABC’s ‘Everyday Health’ and Aquaphor athlete Mombassador Laila Ali will compete in this year’s Aquaphor New York City Triathlon. In the weeks leading up to the event, Ali will train for the swim, bike and run under the guidance of coaching specialists Carmichael Training Systems and share training and skincare tips with athletes across the US.

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