The International Triathlon Union [ITU], the sports federation that governs the Olympic sport of Triathlon, has hired Vero Communications to develop an international communications strategy, liaise with international sports media and promote the federation. 

Vero will also help boost the ITU’s profile on social media platforms and work on a digital media strategy to increase public engagement worldwide.

“Since Triathlon joined the Olympic Programme at Sydney 2000, the sport has grown in popularity around the world,” said Marisol Casado, ITU President and IOC Member for Spain. “ITU is immensely proud of Triathlon’s Olympic and Paralympic status and we look forward to continuing the sport’s development internationally and engaging new participants and fans.

“With Vero’s proven expertise in international sport, combined with the work of the ITU team, we know we have a very strong group to help us grow our communications and engagement over the coming years.”

Vero, based in London and led by chairman Mike Lee OBE, works with a number of international sports federations as well as cities bidding for mega-events, including Rio 2016, PyeongChang 2018 and Qatar 2022.

“The federation has a real ambition to harness the appeal of Triathlon in existing markets and spread the message of the sport to new parts of the world,” said Lee. “ITU has a very positive story to tell and our role will be to help ensure that this story is communicated effectively to international sporting stakeholders, media and fans.”

[Source: JTA] JTA, the world’s leading independent communications and international relations consultancy in sport, today announced the launch of neo, a pioneering digital transformation offer in sport and entertainment, which has already delivered a pilot global campaign that successfully reached over 250 million unique users.

neo combines expertise from across the world’s best digital agencies to form the neo collective. The neo collective comprises specialists with a client portfolio that includes some of the most recognisable global brands, including Marc Jacobs, L’Oréal, Amazon, Lamborghini, the Olympic Games Organising Committee Paris 2024 and the International Volleyball Federation (FIVB). Within the neo collective are JTA Design, a world-leading international design agency; Vagabond, industry experts in full-funnel digital performance; and Sticht, a fan-generated content agency that transforms brand enthusiasts into content creators.

The full list of organisations in the neo collective can be found here.

neo has already delivered significant results on a global stage with the launch of the inaugural World Volleyball Day in July 2025. The campaign reached over 280 million people across social media, generated GBP 1.4 million in earned media value, and drove more than 2 million fan interactions and 826 influencer mentions.

Jon Tibbs, Founder of neo, commented: “The sports communications industry is at a pivotal moment. Its future will be defined not just by storytelling, but by how the digital space transforms the way those stories are shared and experienced. That’s why we’ve launched neo - to give our friends and partners the tools and insight to lead that transformation. After 25 years of helping to shape the global sports narrative, this is the natural next step for JTA: combining our expertise in sport and communications with the limitless possibilities of digital innovation.”

neo’s mission is to help organisations transform how they attract and retain audiences, create value, remain relevant and credible, and lead change.

neo applies a five-stage model that blends creativity, data and technology to deliver measurable impact. The process begins with assessing a client’s digital reality and identifying hidden potential, before the creation of ideas and moments that can move people and brands. These ideas are then activated through campaigns, experiences and social storytelling, amplified through data, AI and performance insight, and continuously evolved through innovation and reinvention.

neo’s Tech Futurist and strategic advisor to many of the neo collective organisations, Andy Evans, commented: “The digital space is evolving faster than ever - audiences expect more, and the landscape shifts daily. What makes neo different is that it’s built as a collective - a network of specialists who each bring something exceptional to the table. That kind of collaboration is rare, and it’s exactly what the industry needs right now: joined-up thinking that provides fresh perspectives and helps brands to drive culture.”

Salva Ramirez, Vision Director of neo and Managing Director of JTA Design, said: “Sport and entertainment don’t wait - they move fast, and digital moves faster. Brands that lead don’t just keep up with culture: they shape it.

“That’s what neo does. It's in our DNA. We’re built on decades of collective experience. In industries where attention is currency and relevance can be ruthlessly short-lived, neo helps brands to move faster, connect deeper and lead where it matters most.”

TJ Lee, neo’s Digital Pulse Lead and CEO of Vagabond, added: “People want to be part of something that feels real. At Vagabond, we’ve always believed that impact doesn’t come from pushy ads or paid noise, but from creating journeys that audiences actually remember. That’s what neo is all about - an integrated approach that connects creativity and data to build genuine relationships. It’s exciting to be part of the neo collective as we look to redefine how stories are told.”

For more information about neo and how it can transform your digital presence, please visit here.