Dec 09, 2009 at 09:39 PM
written by

Ford Rings in Two More Years of Ironman

Ford execs will ring The Closing Bell on Wall Street Friday afternoon, signaling the close of trading on the floor of the New York Stock Exchange and the renewal of Ford's title sponsorship of the U.S. IRONMAN event series through 2011.

Ford Motor Company has been the title sponsor of IRONMAN since 2005.

"There is a strong connection between the way in which the endurance athlete thinks and the way we think as a company," said Connie Fontaine, manager, Ford Brand Content and Alliances. "We share many of the same core ideals, such as strength, leadership and endurance."

The IRONMAN community also shares a strong preference for Ford vehicles, according to a recent survey of more than 7,500 IRONMAN triathletes who said that Ford is the brand they currently drive most often, over all competitors, including Toyota, Honda and Nissan. They also report that Ford is the brand they are most likely to purchase in the future.

"Ford recognizes and respects the passion that people who participate in IRONMAN Triathlons possess," said Fontaine. "Like those athletes, we have the same deep-rooted passion for our business and that resonates with IRONMAN athletes and fans."

Ford is looking at ways to expand its role with IRONMAN in the future and leverage Ford owners within the IRONMAN community, Fontaine says.

"We want to bring the series to life not only for the athletes participating, but for family members, friends and volunteers who provide such an important support network, as well as the fans," she said. "Triathlons are the fastest-growing participatory sport in the world, and IRONMAN is the most recognized and respected global events brand. We want as many people as possible to experience it, to become part of this highly connected community."