Launch of T100 Triathlon World Tour

Hamlins supported the Professional Triathletes Organisation (PTO) on its relaunch and rebrand of the PTO Tour to the T100 Triathlon World Tour.

The PTO is an athlete-owned entity, dedicated to showcasing the passion, athleticism and determination of pro triathletes on a global stage.

We advised the PTO on its relaunch and rebrand of the PTO Tour to the T100 Triathlon World Tour in early 2024.

Hamlins was the sole legal adviser on the project, assisting the PTO through the conceptual process to launch. This involved undertaking a global brand clearance exercise and ensuring the brand was protected globally prior to commercialisation and launch. This process involved liaison with the PTO and many of its athletes, including Alistair Brownlee and Lucy Charles Barclay (Ironman World Champion).

The T100 brand offers a more consumer-facing brand to the tour and heroes the 100km distance, with the T100 brand design inspired by the heart rate of an athlete during a triathlon.

PTO CEO Sam Renouf said: "Hamlins LLP has been a valuable partner, supporting the PTO throughout our journey and providing expert advice and guidance on this significant development for the sport of triathlon”.