May 11, 2012 at 01:34 PM
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Beiersdorf Brand, Aquaphor, Takes Title To NYC Tri

Skincare brand, Aquaphor, will be the new title sponsor of the annual New York City Triathlon, which has been without a title sponsor since Nautica The new three-year agreement, which includes naming rights, as well as a variety of marketing and promotional components was announced this morning.

"Today's announcement underscores Aquaphor's commitment to athletes, one of our core target audiences. We are very excited to partner with the New York City Triathlon team in order to spread the message of the benefits of Aquaphor to triathletes both to those who will be in New York for the race and around the country," said Magnus Jonsson, Vice President, Marketing, Beiersdorf Inc. "We look forward to helping these hard-core athletes train and compete to ensure that when their skin is in crisis, Aquaphor can help to maximize their performance."

"The New York City Triathlon has helped make New York the triathlon capital of America," said John Korff, President of Korff Enterprises, organizer of the event. "With the addition of Aquaphor as the title sponsor, we've partnered with a quality brand that will enhance the athlete experience."

As title sponsor, Aquaphor will provide healing ointment and lip repair products to help participants prepare and heal their skin during the swim, bike, and run and the company will sponsor some of the race's most popular elements - including the Diaper Derby, athlete expo and finishers' area.

Additionally, the company announced today that Aquaphor Mombassador Laila Ali will compete in this year's Aquaphor New York City Triathlon.

Leverage Agency, a New York City-based sports and entertainment marketing firm, brokered the deal between Beiersdorf, Inc. and Korff Enterprises.