The PTO signals it’s serious about taking triathlon to the masses with the appointment of media marketing expert Tim Godfrey.

Following the awesome coverage of the PTO 2020 Championship at Challenge Daytona in December 2020, the PTO has brought another global expert to the leadership team with Tim Godfrey taking the role of chief marketing officer.

Godfrey, will be tasked with heading the PTO’s global media and marketing strategy and brings a wealth of experience from previous work at ITN Productions, FIA Formula E and the SailGP global sailing championship.


Tim Godfrey, PTO Chief Marketing Officer

This background and expertise could prove decisive in the organisation’s plans to take triathlon to the next level as a marketable sport.

Godfrey said: “I am delighted to have the opportunity to be joining the PTO as its first Chief Marketing Officer at such an exciting time for the organisation and the sport. Since speaking to Sam [Renouf, PTO CEO] and the rest of the PTO leadership I quickly came to see the huge potential. 

“I look forward to shaping the future of the company alongside Sam and the team. It is evident that triathlon has a massive opportunity to consolidate and grow its fan base, create a consistent, fan-focused media proposition centred around major events and compelling athlete storytelling. 

“The PTO is perfectly positioned to do this through its innovative ownership structure alongside Sir Michael Moritz’s Crankstart Investments and the professional athletes themselves to capitalise on this huge opportunity.”

Collins Cup
The Collins Cup will be the PTO’s signature event. (Photo: PTO)

First up for Godfrey will be overseeing all the media and marketing initiatives surrounding the first edition of the Collins Cup. Due to take place in May, the Collins Cup is a novel new race modelled after the Ryder Cup, which will see teams of US, European and International athletes pitted against one another.

PTO chief executive officer, Sam Renouf, added: “We are excited to have Tim come on board as the PTO’s first Chief Marketing Officer. 

“Tim has an excellent track record of working for internationally renowned sports media organisations and in his new position at the PTO, will be responsible for promoting triathlon on a global scale to the next generation of fans and attracting new audiences through innovative content, storytelling and a best-in-class broadcast product. 

“Having established the PTO with our inaugural event, the PTO 2020 Championship at Challenge Daytona, we are ready to take the Sport to the next level with Tim’s expertise and talents.”

Tim Godfrey’s Background – And What It Could Mean For Triathlon

Tim Godfrey has exactly the experience the PTO needs to keep their foot on the gas after the success of the PTO 2020 Championship.

During his time with ITN productions, Godfrey repositioned the company’s sports business with a new multi-platform, digital and partnership approach. In the process, he helped to secure new deals with global sports federations including the ICC (International Cricket Council) and World Athletics (IAAF).

This, along with his dealings with broadcasters such as Channel 4 in the UK is a boon for the PTO as the team charges towards its goal of broadening triathlon’s reach.

Meanwhile Godfrey’s work as Head of Media at Formula E saw the ground-up creation and execution of the fledgeling motorsport’s media strategy across media rights, broadcast, digital, data, content creation and distribution. 

Tim Godfrey (Photo: PTO)

Given that Formula E is now one of the fastest-growing sports properties in the world, a similar holistic approach to triathlon marketing the could be just the thing to create the leverage the excitement, drama and personalities of triathlon to break into larger sporting audiences.

Most recently, Godfrey helped SailGP through its inaugural season, bringing in a new media and marketing team to deliver the new series’ innovative global championship format. That means dealing with broadcast production, media rights sales, non-live content, digital and social and branding and promotion.

It’s a heck of a CV that now only puts the PTO in a stronger position but also underlines – yet again – how seriously the PTO is committed to raising triathlon’s status.

With Godfrey’s expertise now being focused towards the PTO’s aim of giving pro athletes a louder voice and bigger say on the sports’ direction, it’ll be interesting and exciting to see how the PTO progresses after a landmark year in 2020.

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