The Professional Triathletes Organisation (PTO), a global sports body co-owned by professional athletes, has announced a $10 million investment from Cordillera Investment Partners, an investment management firm specialising in niche, non-correlated assets. This capital infusion aims to support the PTO's growth initiatives and further elevate the sport of triathlon.
Cordillera's investment aligns with its strategy of identifying under-the-radar assets with significant growth potential. Since its founding in 2014, Cordillera has diversified its portfolio across various sectors, including sports media rights, whiskey, boat marinas, and carbon credits. The firm's interest in emerging sports leagues and formats positions the PTO as a fitting addition to its investments.
Agustin "Gus" Araya, Co-Founder and Co-Managing Partner at Cordillera, expressed enthusiasm about the partnership, stating, "For over 10 years, it has been our mission to find the 'nooks and crannies' within overlooked sectors of the global economy. Sports is an industry we have had a thesis on for some time, and the Professional Triathletes Organisation is a prime example of an emerging league in a corner of the sports universe that is growing in popularity and fandom."
The PTO was established to professionalise and mainstream the sport of triathlon. In 2024, it launched the T100 Triathlon World Tour, featuring the world's top 20 female and top 20 male triathletes competing in major cities such as Singapore, San Francisco, London, Ibiza, Lake Las Vegas, and Dubai. The tour's format includes a 100km race comprising a 2km swim, 80km bike ride, and 18km run, broadcasted live globally.
Looking ahead, the 2025 T100 Triathlon World Tour is set to expand from seven to nine races spread across the calendar year, with events planned in Singapore, San Francisco, Vancouver, France, London, Valencia, Lake Las Vegas, Dubai, and concluding with the Qatar T100 Triathlon World Championship Final.
The PTO's diversified revenue model has been instrumental in attracting investments. By creating a season-long narrative and enhancing media visibility, the organization aims to bridge the gap between the sport's growing participation rates and its professional representation. This approach not only appeals to a global audience but also attracts investors seeking opportunities in emerging sports markets.
Cordillera's investment is expected to bolster the PTO's efforts to elevate triathlon's commercial and broadcast presence, potentially leading to increased sponsorships, media rights deals, and broader recognition of the sport. As the PTO continues to innovate and expand, this partnership signifies a pivotal step toward transforming triathlon into a mainstream professional sport.