GLOBAL SERIES. REGIONAL REACH.

Positioning Abu Dhabi as the home of endurance sports

THE CHALLENGE

The World Triathlon Championship Series (WTCS) is the pinnacle of short-course triathlon, bringing together the world's best athletes to compete across iconic host cities in pursuit of the World Championship title. Since 2015, Abu Dhabi has hosted the season opener, welcoming more than 250 elite athletes alongside thousands of junior, youth, and age-group participants, making it the largest and most inclusive triathlon event in the region.

Since 2016, F31 has led the end-to-end marketing, communications, audience engagement, and live event coverage for the Abu Dhabi leg. Our remit extends beyond event promotion alone, positioning the event as a reflection of Abu Dhabi's world-class hosting credentials, driving participation growth, strengthening community engagement, and delivering meaningful value for partners and stakeholders.

OUR APPROACH

Over nine years, F31 has worked with Abu Dhabi Sports Council and World Triathlon to help evolve the World Triathlon Championship Series Abu Dhabi from a world-class sporting event into a thriving regional triathlon ecosystem.

Our approach balances global prestige with local relevance. We regionalise the World Triathlon brand for GCC audiences, creating content, messaging, and experiences that feel both aspirational and accessible while remaining true to the integrity of the sport and the international federation.

At the same time, we work closely with elite athletes, partners, and stakeholders to tell Abu Dhabi's story through the lens of triathlon - showcasing the destination in a way that feels authentic, credible, and earned. Beyond race weekend, our focus extends to sustained community growth, engaging athletes at every level of the participation pathway, from first-time racers through to aspiring elites.

Standout initiatives have included a global documentary series featuring regional and international athletes, a four-Emirate community outreach and year-round training programme, and partner campaigns designed to deliver authentic, high-impact visibility within the endurance sports community.

The result: a stronger, more connected triathlon community, sustained participation growth across all race categories, and the successful positioning of Abu Dhabi as one of the world's leading destinations for triathlon.

Over nine years of working with the LOC and International Federation on the event, standout moments include a global docu-series featuring regional and international athletes; a four-Emirate community outreach and year-round training programme; and partner campaigns designed for authentic, high-impact visibility.

The result: A thriving triathlon ecosystem in the region - with more athletes, stronger communities, and a calendar that sustains the sport beyond race day.