Host City: The sports events market is crowded with a busy calendar – what were the challenges in launching Super League Triathlon and what is it that makes Super League Triathlon stand out?

Michael D’hulst: We have developed a unique product, a game changing reinvention of triathlon, and Super League appeals to the modern-day consumer in that it is very action packed, entertaining, accessible, green and sustainable, so we tick a lot of boxes.

We are also less disruptive than many other triathlons because of our small footprint.

All we need to operate an event is an 800-metre loop and that can be done in the middle of a city or even using bike ways because we need so little in the way of road closures.

We have a proven concept which we have won awards for and we can deliver these amazing entertainment and sporting events while showcasing our host cities. We always integrate with them and ensure we are not disruptive.

Though we are always mindful of a busy sporting calendar, because of our unique product we don’t consider it too much beyond arranging around the availability of our athletes and broadcast schedules.

Host City: How many visitors and participants do you typically get at Super League Triathlon events – what’s the demographic?

Michael D’hulst: Our demographic is the typical one of triathlon in terms of ABC1 – but there is one very important difference in that our audience is younger.

There is already a clear trend that fans of Super League Triathlon are a lot younger than, for example, Ironman. We see that in our social media too and help to drive that through our innovative presentation.

Our demographic is very valuable to an event host as they have a higher propensity to spend.

We are also engaging a good percentage of the population of our hosts.

On Jersey, an island of 100,000 people, we get 20,000 people coming to the events.

In 2020 we are looking to grow into bigger cities and we see attendance growing exponentially as a result.

Host City: How is the action shared to viewers that aren’t able to attend in person – what are the viewing figures and on which platforms?

Michael D’hulst: One of the major drawing cards for Super League Triathlon is that we invest a lot in creating free content, live broadcasting, streaming and on our social media platforms.

The biggest audience is in France but there is significant growth around continental Europe.

Our social media numbers have also grown exponentially event by event. If we continue the growth trends we have seen so far we expect a reach of 42 million across Facebook and Instagram for our next event.

In terms of impressions combined across those platforms, we are estimating 65 million plus.

We work with 104 broadcasters to reach 1.16 billion households and our last event in Singapore had 520 hours of broadcast time. We have seen these numbers grow event by event.

Host City: How else do destinations benefit from hosting Super League Triathlon?

Michael D’hulst: We focus on several elements.

Having a direct economic impact is always important to a destination.
Then the media value we drive and the emphasis we have on leveraging television and social media, distributing behind the scenes and destination content in the build-up to a race, pushing out news features, live streaming, highlights, post-produced documentary etc.

But, arguably, the intangible factors are even more important. We are speaking about a very interesting demographic, whose lives and priorities are aligned with the host cities we are targeting.

We have our professional athletes under contract and that means we can utilise them as we create a whole outreach programme that builds into communities and we customise to what the host venue wants.

For example, they may want to showcase their sustainability efforts to the world and promote healthy living – perhaps like Jersey’s ocean culture – or maybe like Singapore leveraging our expertise to help create a high-performance culture because they have Olympic medal dreams.

We will also take our athletes into schools, local communities and businesses.

We customise how we leverage what we bring to the table with our athletes and brand, to make that work for our hosts and also ensure there is a legacy that continues year-round.

At the event itself, it’s more than just the professional racing as we build out corporate hospitality with direct access to pros, participation events for amateurs of all abilities to encourage people to participate in our wonderful sport and a Fan Zone with an emphasis on being family friendly.

Host City: What are the main criteria you look for in a host destination?

Michael D’hulst: There needs to be shared values and an alignment with the demographic and the sport. For example, an emphasis on an outdoor and healthy lifestyle, a focus on sustainability, and also innovation.

Television is a big part of what we do so we look for scenic and iconic spots that people see on television and think ‘wow’, and our venues only require an 800-metre loop.

Host City: I am sure many destinations would jump at the chance to host Super League Triathlon – what’s the process of bidding to host an event?

Michael D’hulst: We are arranging a calendar typically a minimum of 12 months in advance.

We are looking at our 2021 calendar at the moment and we have a Championship Series that runs August-November.

We need to be responsible as well and to look after the athletes and their movements around the world.

It typically all starts with an expression of interest from a host city and then we have a conversation as to how we make that work. The formal selection decisions for 2021 will be made in summer 2020.

Host City: How would you sum up 2019 for Super League Triathlon so far and what are your expectations of 2020?

Michael D’hulst: It was always the case that 2019 was going to be a challenging season because of the upcoming Olympics. Triathlon is an Olympic sport and, understandably, a key goal for many of our athletes, and we fully respect that.

We consulted with them and decided to run two Championship Series events in 2019 but to use this ‘Olympic pause’ to prepare and work closely with our host venues to deliver what will be by far our biggest and best season yet with many more events in 2020.

We have some very exciting times ahead.

Super League Triathlon CEO Michael D’hulst is speaking at Host City 2019 in Glasgow on 26-27 November

Super League Triathlon (SLT) is gearing up for the start of its 2019 Championship Series as the eyes of the multisport world turn to Jersey.

The Channel Island is one of the original SLT venues and has been further improved for this year’s event on September 28-29 to deliver one of triathlon’s most thrilling race weekends that will be watched around the globe.

Super League has reinvented the swim-bike-run format to produce short, sharp and hugely engaging races that are made for broadcast and a modern-day global sporting audience.

Jersey and SLT have formed a winning partnership as part of Super League’s ongoing collaborative efforts to recognise the uniqueness of all venues and provide value to the wider community who buy into the hosting.

It all starts with a desire to be part of the community, ensuring there is not widespread disruption to the host city and creating an amphitheatre feel around an 800-metre loop, so spectators are up close and personal with the action.

Also key to Jersey or any host city is a guarantee of world’s best athletes who are committed to not only achieving their sporting potential but also engaging in Super League’s extensive outreach programme.

The athletes spend the days building up to the weekend of racing in local schools and communities, providing role models to inspire health and wellness, social integration and diversity, and when the event goes live Jersey is seen across the world as a lifestyle destination.

And that’s all before you consider a few of the numbers. Nielsen Sports report that a Super League race is picked up by 104 broadcasters reaching 1.16 billion households with a media value of nearly £14 million.

There has also been huge growth in Super League’s digital footprint with an expectation that global reach from an event will grow to 42 million in 2019.

Super League remains focussed on delivering direct economic benefits to a host city – with Jersey estimated at around £1m last year – while also providing the intangible advantages that come via being associated with a globally recognised and game changing sports brand that aims to fit seamlessly into the local community and its culture.

Super League Triathlon has 2019 races planned in Jersey on September 28-29 and Malta on October 19-20. For more information visit superleaguetriathlon.com

[Source: Super League Triathlon] 

Michael D’Hulst, CEO of Super League Triathlon, is speaking at Host City 2019 in Glasgow on 26-27 November, under the conference theme “Innovate; Reformulate; Co-create”

The International Triathlon Union has extended its partnership with SEL Sport & Events Logistics (SEL) to serve not only as the global logistics partner for ITU but also the travel solutions partner, offering “360 degrees” services.

“We are delighted to further develop our relationship with SEL, which has proven itself to be delivering and adding value to ITU to the highest standards”, said Marisol Casado, ITU President and IOC Member.

“We are thrilled that a company such as SEL Logistics, which has more than 25 years of experience in major events, will be delivering not only the logistic services they’ve been providing for more than a year, but will also take care of all ITU travel solutions as an international sporting federation with multiple events across the world.

“The delivery of our branding elements from race to race all over the world, and the travels of all ITU staff, Technical Officials, and Executive Board are now centralised and organised to the best quality standards.”

SEL Sport & Events Logistics will now provide logistics and freight forwarding for the ITU to all World Triathlon Series (WTS) events in 2017 and extend this service to all 15 World Cups, Paratriathlon World Series and Paratriathlon World Cups.

And as part of its “360 degrees” services, SEL will implement its travel solutions to centralise workloads and increase productivity around the available resources.

“Triathlon is a sport for all – for all ages, for all levels of competition – truly global. So for us to have the opportunity to support ITU in its quest to broaden its reach, we are excited said Pier Bottero, Chief Executive at SEL.

“We shall always endeavour to optimise solutions and services for ITU, and all stakeholders.”

ITU and SEL said they will continue to develop the partnership towards 2020 and beyond as they seek to improve efficiency for LOCs, athletes and fan experiences at ITU events worldwide.

[Source: ITU] The International Triathlon Union is pleased to announce that ITU President and International Olympic Committee member, Marisol Casado, has been appointed to four of the IOC Commissions. During the next year, Casado will serve on the Women and Sport, Olympic Solidarity, Public Affairs and Social Development Through Sport and Evaluation for the Games of the XXXIII Olympiad Commissions, while ITU Honorary Member Dr. Sarah Springman will serve on the IOC Sustainability and Legacy Commission.
 
“I am absolutely delighted to be involved in the four Commissions at the IOC,” said Casado. “To be able to present the IOC with the voice of an International Federation is always remarkable, and I commit myself to serve with dedication, transparency and loyalty to help develop not only our sport, triathlon, but also the whole world of sports.”
 
IOC President, Thomas Bach, announced the composition of the 26 IOC Commissions, highlighting the fact that 38% of the places are now held by women. “These changes are aligned with the implementation of Olympic Agenda 2020 and show that a stronger participation of women and a more diversified continental representation are our top priorities,” said IOC President Bach.

For the first time, female members are present on each of the Commissions. The IOC has also approved to increase the number of members from America, Africa and Asia, guaranteeing a more diverse continental representation.

Ms. Casado was appointed a member of the IOC in 2010, and since then she has been playing an active role on multiple commissions and activities. She joined the Women and Sport Commission in 2014, being also the only female president of a summer Olympic International Federation.
 
In 2015, she was appointed to the Public Affairs and Social Development through Sport Commission, presided by Mario Pescante, and the following year, in 2016, she was elected as a member of the Evaluation Commission for the Games of the XXXIII Olympiad, to which the cities of Los Angeles and Paris are bidding.
 
The last commission to be joined by Casado is the Olympic Solidarity, presided by the Sheik Ahmad Al-Fahad Al-Sabah, which is focused on giving assistance to all the National Olympic Committees, particularly those with the greatest needs, through multi-faceted programmes prioritizing athlete development, training of coaches and sports administrators, and promoting the Olympic values.
 
ITU Honorary member and former Vice President, Dr. Sarah Springman, has also been appointed to serve on the Sustainability and Legacy Commission, presided by Prince Albert II of Monaco.
 
The new make-up of the IOC Commissions, which will provide assistance to the IOC and the Olympic Games Organising Committees, is also marked by the inclusion of young men and women who represent a new generation and will be the sports leaders of tomorrow.
 
“I am really excited that some young faces are joining us working on the Commissions. Mentoring the new generations is always a great investment for all, as we’ve been doing during the last few years, also at ITU,” said Casado.

Glasgow has signed a formal agreement to stage the 2018 European Triathlon Union (ETU) European Triathlon Championships as part of the inaugural 2018 European Championships.

The ETU event gives the chance for athletes from across a wide range of ages to be part of the 2018 European Championships – a new multi-sport event that brings together some of Europe’s leading sporting competitions.

Approximately 160 triathletes will head to Strathclyde Country Park in North Lanarkshire for three elite events (men’s, women’s and mixed relay) and 1,200 age group participants will also get the opportunity to represent their nation on the same course.

ETU president Renato Bertrandi said: “I am delighted that triathlon has been invited to be part of this new development. Triathlon is no longer a new sport but it is one of the youngest and still growing. We see whole families now attending races and the message from our sport is clear, ‘triathlon is inclusive, triathlon is good, triathlon is a way of life’.

“I was unable to attend the Commonwealth Games in Glasgow but many of my technical officials were there and from their first-hand accounts and from watching the coverage on TV, it is clear that not only were the Games a huge success but also that the city was one of the most welcoming. The athletes enjoyed the atmosphere there and the public were fantastic.

“I am also very pleased that our sport, based upon inclusivity, has traditionally seen Age-Group athletes racing at the same venue for championships and 2018 will be no different with thousands of athletes, from 16 to over 80 years of age, racing the Sprint Distance, making the journey to Scotland and to Glasgow to be part of this great sporting celebration.”

Colin Hartley, Glasgow 2018 Championships director, added: “Glasgow’s sporting reputation has never been higher having delivered some of the world’s most prestigious events in recent years. We are determined to build on that position in 2018 and deliver an outstanding European Championships.

“Triathlon will be at the very heart of the European Championships and we will do all that we can to continue the proud traditions of the sport, elevating the status of European triathletes. At the same time we are looking forward to staging the Age Group Championships, giving people of all ages the chance to represent their country.

“The triathlon course at Strathclyde Country Park proved popular with athletes and spectators alike during the 2014 Commonwealth Games and by working closely with our partners at North Lanarkshire we will ensure it will be even better this time around.”

Scottish triathlete Marc Austin, who staged a memorable race at the 2014 Commonwealth Games Triathlon event, said: “It's fantastic that the European Triathlon Union have signed the Host City agreement with Glasgow 2018. It's certainly going to be one of the biggest triathlon events we've ever seen in Scotland. It's just great to have these big events coming to Scotland.”

To be staged every four years the European Championships will combine the existing European Championships of athletics, aquatics, cycling, gymnastics, rowing and triathlon and a new team golf event. The first edition will be held in the summer of 2018 in a unique sporting partnership between Europe’s leading sports federations, host cities Glasgow and Berlin, and the European Broadcasting Union (EBU).

As part of the inaugural European Championships in 2018 approximately 3,025 athletes will visit Scotland for six events (aquatics, cycling, golf, gymnastics, rowing and triathlon) while a further 1,500 athletes will compete in Berlin as part of the European Athletics Championships.

The event will build on Glasgow and Scotland’s track record of hosting major international events including the 2014 Commonwealth Games, 2014 Ryder Cup and 2015 World Gymnastics Championships.

The International Triathlon Union (ITU) has added Montreal to the 2017 ITU World Triathlon Series (WTS). The Canadian city will host the WTS for the first time on 5 to 6 August 2017, completing the 2017 WTS calendar that includes eight other city events between March and September.

Montreal featured in the 2016 ITU World Cup schedule for the first time on 7 August.

“Montreal proved to be an impressive host of the World Cup this year, with an incredible turnout for a new race that met all of our standards for a world class event,” said ITU President and IOC Member Marisol Casado. “I’m pleased to welcome Montreal to the WTS, which completes our calendar for the coming season.”

The Netherlands city of Rotterdam, which hosted the 2016 ITU Paratriathlon World Championships, is also joining the World Triathlon Series for the first time on 14 to 17 September 2017.

As the final event in the series, Rotterdam will next year welcome thousands of age group athletes, along with junior, U23, paratriathlon & elite athletes to vie for world championship titles at the ITU World Triathlon Grand Final.

The full 2017 ITU World Triathlon Series calendar is: Abu Dhabi, UAE (3 to 4 March); Gold Coast, Australia (April 8 to 9); Yokohama, Japan (May 13 to 14); Leeds, England (June 10 to 11); Hamburg, Germany (July 15 to 16); Edmonton, Canada (July 28 to 30); Montreal, Canada (August 5 to 6); Stockholm, Sweden (August 26 to 27); Rotterdam, Netherlands (September 14 to 17)

The races at Abu Dhabi, Gold Coast, Hamburg and Edmonton will be contested over a sprint distance course, while the other events will be standard length.

Marathons in cities such as Valencia, Berlin, Frankfurt, New York, Linz and Vienna are major attractions and a mainstay in many a runner's calendar. Organisers make these sporting events highly memorable, with flexible infrastructure enabling athletes and spectators to take in the most scenic and historical attractions alongside a programme of entertainment.
In the Divina Pastora Marathon, taking place in the Spanish city of Valencia each November, competitors run the final 200 meters on the water for an unforgettable home stretch, cheered on by spectators. This experience is made possible by NUSSLI laying down 2,000 sq m of running track in the water in front of the Museum in the Ciudad de las Artes y las Ciencias. 
There are also event structures for spectators, including a grandstand with 1,000 seats, plus platforms for VIPs and the media and a stage for concerts and shows — all built in the water.
Public races are a great way of enabling a large number of people to truly experience a city or region. In Linz, more than 100,000 fans cheered competitors on last April. In New York it is estimated that there are more than two million spectators each year. 
In order to offer competitors and spectators the most engaging experience possible, organisers not only choose routes with breath-taking scenery but also provide an entertainment programme.

Vienna City Marathon
Vienna’s impressive marathon route takes runners past UN skyscrapers, over the Danube and through the Prater Park – all to the sound of waltzes by Strauss. Spectators get to experience everything up close, thanks to three 500-person standing grandstands set up by NUSSLI along the running route.
In last year’s Vienna City Marathon there were also special sponsor structures. These included a roofed 4 m high 72 sq m platform on which sponsor OMV provided guests with catering and a great view of the race; and Coca Cola’s 6 m high and 4 by 4 m wide tower surrounded by a winding staircase.
NUSSLI developed a flexible, high-quality system for branding the facades of these and other sponsor structures. Giant images displayed advertising messages on the sides of the structures. Printed sheets of mesh fabric were stretched over piping rails and looked great even up close. 
The difficulty was not getting event structures to look good, but being able to build them in the first place. Since 2016, the finish area has been located directly on the Ringstrasse between the town hall and the Burgtheater in Vienna's city centre. The Ringstrasse is one of Vienna's busiest streets with car and bicycle lanes, as well as several lines for trams that pass by every minute. 
"The assembly team had to build up to a distance of 20 cm from the street trams. Full concentration and attentiveness were required at all times," Gerfried Salzer, the NUSSLI project manager says. 
"Furthermore, it also meant that we could only set up from behind, where we had very little space to manoeuvre due to the tents, containers, equipment, and toilet installations."

A stadium for the triathlon
Beautiful surroundings attract more participants, which is why triathlons often take place in areas with spectacular scenery.
The DATEV Challenge in Roth, Bavaria, Germany is the biggest long-distance triathlon in the world. The challenge of a 3.8 km swim, 180 km bicycle race, and a 42.2 km run drew 5,300 competitors and attracted 200,000 spectators last year. The best finished in less than eight hours. 
Once again, there was a wide range of entertainment programmes for athletes and spectators. 
NUSSLI builds a complete stadium each year for the shows before and after the triathlon, and for the finish area itself. Called the Rother Triathlon Park, it houses 3,000 seats for spectators and the media, a stage, a big screen, sound, light, and camera towers, and a catering area. 
This is where shows, concerts, and prize presentations take place. It is also the athletes' final goal. Last year, there were a thousand participants and more than a quarter of a million enthusiastic fans.
 

This article, written by Nussli, appeared in the Spring 2016 issue of Host City magazine.