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Corporate sponsors build Portobelo Triathlon

by Emily Zhukov

Corporate sponsorship of athletes and sports is a happy symbiosis. Mention Michael Jordan or Tiger Woods and one thinks of Nike. There isn’t a goal scored in Panamanian soccer without the familiar howl "Gooool-dstar!"

Sponsors get lots of air time for their slogans on courts and playing fields; and athletes get the support they need to compete professionally. When a brand name can make a star and vice versa, when excellence is associated with prowess

and product, then everyone is a winner.?

Triathletes John and Judy Collins take a sip of a sponsor’s product after the Coronado Hotel & Resort International Sprint Triathlon.

A new sport thus creates an opportunity for a corporation to "discover" it and experience a unique pride of association. So it is with the triathlon, often called "the sport of the new millennium." A triathlon combines swimming, biking and running in a grueling test of discipline and endurance. It has become so popular that it was an Olympic sport in the Sydney 2000 Games.

Panama has a special role to play in the development of the triathlon.

John Collins invented the "Ironman" triathlon in 1978, while stationed in Hawaii with the US Marine Corps. Now retired, he and his wife Judy have chosen this country as their home, and Portobelo as the location for an Olympic distance rough terrain qualifying event. Last year’s Portobelo Triathlon received favorable international magazine coverage and attracted top athletes f

rom around the world. The "coral-cows-canons experience," as it is dubbed by Collins, is endorsed this year by Samsung Elecronics.

Panamanian Jorge Heilbron won this past December's Coronado Hotel & Resort Sprint Triathlon, but it wouldn't have happened without the corporate sponsors.

The Samsung International Portobelo Triathlon 2001 will be held March 18 and will include the Olympic distances: 1500 meter sea swim; 40 km. mountain bike course; 10 km.

trail run. A total of $25,000 in cash and prizes makes the Samsung Portobelo International Triathlon the most lucrative in Central America for competitors.

The event is also endorsed by Copa Airlines, which always promotes Panamanian tourism opportunities; Cable and Wireless; HSBC, Helipan Corp, Orient Watches and Caesar Park among others. Aqua Viva is an important sponsor, donating water for the athletes, among other things. Rali and Speedo are also lending sports specific support.

In addition to the Samsung Portobelo Triathlon, the Melo Group is promoting the Melo 2001 Series of sprint distance triathlons, good practice for the big event. The first sprint will be held January 28 at Albrook, and the second February 18 at Amador.

Panamanian Triathlon Union (UTP) president Allan Baitel believes that the sport has great potential for promoting local tourism. A triathlon can draw up to 1500 athletes and bring thousands of spectators. Baitel and Collins are sure that many will return for future training or vacationing.

also in this section Club Ecuestre combines traditional architecture and innovations Panama's seniors gear up for games Coparropa continues winning ways Runge wins Panasonic Open
©2001 The Panama News