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Posted: May 12, 2012  : Add to Mixx! Subscribe to stories like this Share

Triathlon: Aquaphor Announces Title Sponsorship Of The New York City Triathlon

Aquaphor Athlete, Mombassador Laila Ali Partners with Brand to Compete in July Race

Wilton, CT; May 11, 2012 -- Aquaphor announced today its role as the new title sponsor of the Aquaphor New York City Triathlon. This partnership, with race organizer Korff Enterprises, is a three-year agreement that includes naming rights, as well as a variety of marketing and promotional components for the Olympic-distance race.

"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."

More than 3,000 athletes from 44 states and 10 countries will compete in the 2012 Aquaphor New York City Triathlon on July 8, 2012. The race includes a 1.5 kilometer swim in the Hudson River, 40 kilometer bike on the Henry Hudson Parkway and 10 kilometer run in Central Park.

As title sponsor, Aquaphor will help participants prepare and/or heal their skin during the tough swim bike and run, allowing them to achieve top performance at this year's event. The company will sponsor some of the race's most popular elements -- including the Diaper Derby, athlete expo and finishers' area -- and provide its popular Aquaphor Healing Ointment and Lip Repair products to participants and fans.

Additionally, the company announced today that world champion athlete, author, host of ABC's "Everyday Health" and Aquaphor Mombassador Laila Ali will compete in this year's Aquaphor New York City Triathlon. In the weeks leading up to the event, Ali will train for the swim, bike and run under the guidance of the Carmichael Training Systems and share training and skincare tips with athletes and moms across the country. Fans can also follow Laila's training on her Twitter and Facebook pages.

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

For more information about Aquaphor, visit, follow @AquaphorUS on Twitter or visit For details on the 2012 Aquaphor New York City Triathlon, visit and follow #nyctri and #AquaphorTri on Twitter.

About Aquaphor

Aquaphor, the "duct tape of dermatology" and a cult favorite that relieves chapped, cracked, and irritated skin is produced by Beiersdorf, a leading manufacturer of skin and beauty care products with over 125 years of experience in research and development, and a strong global presence. In addition, the company owns leading international brands such as NIVEA, NIVEA for Men, Eucerin, la prairie, Juvena, Labello and Florena. For more information, visit

About The New York City Triathlon

Now in its 12th year, the Aquaphor New York City Triathlon is the largest and most popular Olympic-distance Triathlon in America. More than 3,000 athletes from 44 states and 10 countries will compete in the 2012 Aquaphor New York City Triathlon. The Triathlon hosts a pro field with many top Olympians competing for $30,000 in prize money. The Aquaphor New York City Triathlon is organized by New York based Korff Enterprises who also organizes the inaugural Ironman US Championship in New York and New Jersey. For additional information, visit

About Leverage Agency

Leverage Agency is a full-service sports, entertainment and media marketing company. Our accomplished staff brings deep expertise in creating 360° marketing partnerships through branded packaging, sponsorship sales, content creation and distribution, public relations, social media, digital, experiential marketing and asset valuation/ROI analytics. Headquartered in New York City, with offices in Los Angeles, Beijing and Dubai, Leverage provides insight-driven strategies and develops customized programs for a portfolio of diverse corporate clients to engage their target consumers through needle-moving sports and entertainment marketing.

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