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AJ Bell named title partner of 2023 World Triathlon Championship Series Sunderland

AJ Bell, one of the UK's largest investment platforms, is to be the title sponsor of the British leg of the 2023 World Triathlon Championship Series, this year hosted in Sunderland by British Triathlon and Sunderland City Council.

WTCS AJ BELL Partnership announcement pic

Having supported the World Triathlon Championship Series events in Leeds since 2018, AJ Bell has once again partnered with Britain's showpiece swim, bike, run event.

Hosted at Sunderland's Roker Beach for the first time on 29-30 July, the AJ Bell 2023 World Triathlon Championship Series Sunderland weekend will bring together elite athletes seeking qualification points for the Paris Olympic Games, first-time participants in swim, bike, run, and triathletes seeking to become British champion.

Taking place just weeks ahead of the triathlon and paratriathlon test event in Paris, AJ Bell 2023 World Triathlon Championship Series Sunderland will provide a home race for British athletes targeting the Olympic Games in Paris in 2024.

Over the weekend in Roker, thousands will also swim, bike, run as the eyes of the triathlon and British sporting worlds turn to Sunderland, with spectators lining the course and watching at home on the BBC.

The event is now open for entries, with a variety of distances and options to choose from. Find the distance that's right for you and your friends and family, sign up to help bring the event to life as a Tri Maker volunteer, and find out more about the event weekend at

Andy Salmon, British Triathlon CEO, said of the extended partnership: "Bringing the World Triathlon Championship Series to Sunderland is a fantastic opportunity to grow participation in swim, bike, run, and we're delighted to carry on working with AJ Bell to help make this happen.

"We've partnered together successfully in Leeds for a number of years, giving countless participants the opportunity to take part and our elite athletes the chance to compete on home soil, with a home crowd, and win medals in front of friends and family. As we step into a new city and a new season, I look forward to this continuing the good work we've already started with AJ Bell."

Charlie Musson, Brand and PR Director at AJ Bell, commented: "Triathlon is such an inclusive sport and we are thrilled to be helping bring this elite and mass participation event to Sunderland for the first time in its history. Roker beach will be a fantastic setting for the transition zones of the triathlon and the races will kick off in spectacular fashion with a beach start as competitors head into the North Sea for the swim leg. Amateur triathletes will be able to take on the same course as the world's elite making the event extra special and I look forward to seeing the inspirational stories the event is bound to generate."

Councillor Graeme Miller, the Leader of Sunderland City Council, said: "I'm delighted that AJ Bell have chosen to continue their partnership with this prestigious event in our city.

"Together with British Triathlon, we are creating some really exciting new opportunities for our residents to take part in Swim Bike Run and to be part of the World Series weekend in many ways, whether that's taking part in the BIG Swim Bike Run or Swim Bike Run Mini for families, helping out as a volunteer or coming along to see the action-packed event unfold along our stunning seafront. This is a fantastic announcement for the partnership and the championship weekend."

For more information about opportunities to become a partner of AJ Bell 2023 World Triathlon Championship Series Sunderland, email



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