London, UK: The Professional Triathlon Organisation (PTO) is excited to announce an extension of its partnership with digital platform experts We Are Sweet. As a long-standing technology partner of PTO, London-based We Are Sweet has been a key contributor in pushing the boundaries of data innovation and broadcast engagement for triathlon fans – something both parties are prioritising for the T100 Triathlon World Tour in 2024.

PTO’s increased investment in athlete technology and on-site timing infrastructure allowed We Are Sweet to merge chip timing, GPS and wearable data to revolutionise live race leaderboards. The industry-leading Second Screen experience offers an unparalleled, real-time insight into triathlon racing for fans and athletes alike, innovation that earned a nomination for the 2024 Sports Technology Awards, standing shoulder to shoulder with giants like the PGA Tour.

“With We Are Sweet behind us, we’re looking forward to giving triathlon fans more data than ever throughout the 2024 T100 Triathlon World Tour,” said PTO Digital Product Manager, Tom Ballard. “With such an incredible lineup of athletes, it’ll be fascinating to tell the stories of race dynamics through the data – not just around the podium places, but right down the field as athletes battle for crucial T100 points. “As the season gains momentum, we’ll continue to add more to our Second Screen environment to level up T100 data and broadcast graphics”

We Are Sweet Co-Founder, Lou Fargeot, added: “We are absolutely thrilled to ramp up our collaboration with the PTO. We Are Sweet is excited to bring the vision of transforming triathlon to life and enhance fan engagement through groundbreaking technology. Our focus is on crafting digital innovations that will redefine the triathlon experience, introducing features and insights that will elevate the sport.”

In addition to providing new web technologies and transforming real-time data from race courses, We Are Sweet is set to deepen its collaboration with the PTO across a series of digital projects. This includes seamless integration of the PTO World Ranking System and continuously enhancing the PTO Stats website through iterative improvements.

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For further information:

Anthony Scammell: [email protected]

James Haigh: [email protected]

About Professional Triathletes Organisation (PTO)

The PTO is a sports body that is co-owned by its professional athletes, seeking to elevate and grow the sport of triathlon and take it to the next level. The T100 Triathlon World Tour is the new name for the PTO Tour and has been designated by World Triathlon as the ‘official World Championship for long distance triathlon’. It is a season-long schedule of eight T100 races during 2024 that will be competed over 100km (2km swim, 80km bike and 18km run) and will feature the world’s best triathletes going head-to-head in Miami (9 March), Singapore (13-14 April), San Francisco (8-9 June), London (27-28 July), Ibiza (28-29 September), Lake Las Vegas (19-20 October), Dubai (16-17 November) and at the Grand Final (29-30 November). There will also be racing opportunities for amateurs at all the events, including the new 100km distance at six stages, including: Singapore, London, Ibiza, Lake Las Vegas, Dubai and at the Grand Final. The global broadcast shows the races live around the world in 195+ territories, courtesy of the PTO’s partnership with Warner Bros. Discovery as well as a range of other international, regional and local broadcasters.

About We Are Sweet

We Are Sweet is a leading provider of digital platforms for the sports industry, innovating alongside trusted names like IMG, ATP, Professional Triathletes Organisation, and Formula 1 for more than a decade. Based in London, We Are Sweet crafts dynamic online, mobile, and broadcast experiences, setting the standard for digital live data in sports from ingestion to visualisation, elite athlete communication, and hyper-performance websites.