Global asset management group, Columbia Threadneedle Investments, has been confirmed as the title sponsor for the Leeds round of the prestigious 2016 ITU World Triathlon Series next summer.
Tens of thousands of fans are expected to turn out to see elite athletes including hometown heroes Alistair and Jonathan Brownlee in action at the event, which will be televised live around the globe.
The world’s best triathletes are set to race around Leeds city centre on June 11 and 12.
The June date means the Leeds race will offer the final chance for fans to watch top triathletes in action on home soil before the 2016 Olympics in Rio.
Amateur athletes are also being invited to take part in the mass participation races which are due to go on sale next month via leeds.triathlon.org.
Leader of Leeds City Council, councillor Judith Blake, said: “We are delighted to be working with the ITU, British Triathlon, Lagardère, UK Sport and all the partners on this wonderful event, and very much welcome Columbia Threadneedle Investments as the title sponsor.
“This announcement of their involvement, along with the event website going live today, is another exciting step along the way as we build to what I’m sure will be a very special weekend showcasing our city to the world next June.
“Hosting the ITU World Triathlon Series in Leeds will be fantastic, as the event will have something for everyone.
“People will be able to take part by volunteering to help run the event, get their first taste of triathlon or line the route to give their support and generate an amazing atmosphere.
“Anyone keen to take on the challenge of the mass-participation elements will be able to sign up in a few weeks, so don’t miss out on the chance to be part of something incredible.”
British Triathlon Director for Major and National Events, Jon Ridgeon, said: “There is a fantastic buzz surrounding the ITU World Triathlon Series coming to Leeds next year.
“To confirm Columbia Threadneedle Investments as title sponsor almost a year in advance of the event, demonstrates the prestige and commercial attraction of both the ITU World Triathlon Series and the sport of triathlon.”