September 28, 2022

Ironman “Drops” Subaru as Title Sponsor of Canadian Ironman Events

Despite a partnership spanning more than 25 years, Ironman “dropped out” of Subaru after signing a new global contract with Vietnamese company VinFast. His partnership with Subaru was one of the longest running sponsorship deals Ironman has ever had.

An agreement signed last month makes VinFast the title sponsor of the Ironman World Championship from this year until 2025, and the Ironman 70.3 World Championship from 2023, also until 2025. Founded in 2017, VinFast, Vietnam’s first electric vehicle brand, becomes the exclusive Ironman and Ironman 70.3 series electric vehicle partner in the United States, Europe and Asia until 2025.

“The VinFast announcement took us by surprise,” said Dave Forrest, Senior Manager, Vehicle Operations, Fleet and Sponsorships, Subaru Canada. “On July 22, we were notified hours in advance that they had signed a new title partner whose rights would include Canada.”

For more than a quarter of a century, Subaru has been the largest corporate sponsor of triathlon events in Canada. The company first got involved in triathlon racing in the early 1990s with the President’s Choice Triathlon Series, which is now the Subaru Ontario Triathlon Series. He became a sponsor of Ironman Canada in Penticton in 1996 and became the event’s title sponsor the following year. The company has been the title sponsor of Ironman Canada ever since, and has also been the title sponsor of Ironman Mont-Tremblant since its inception in 2012. Last year, the company signed a two-year deal with Ironman to continue sponsoring all licensees. and belonging to events in Canada.

The final Subaru Ironman events will take place in Mont-Tremblant this weekend, followed by Ironman Canada in Penticton the following weekend. In October, company representatives will be on hand to celebrate the company’s latest “Road to Kona” recipient. Subaru created the “Road to Kona” award to bring “a deserving athlete to the island of Hawaii to compete in the Ironman World Championship. The athlete will be selected this weekend at Ironman Mont-Tremblant.

Related: Road to Kona winner Brent Smyth is ready to race

“Subaru remains committed to triathlon and we will continue to be the presenting sponsor of the Subaru Triathlon Series and other select events in Canada,” said Forrest. “We encourage everyone to continue to find opportunities to push their personal limits and we look forward to seeing them at one of our finish lines.”