Kellogg Australia, Surf Life Saving Australia (SLSA) and Sports & Entertainment Limited (SEL) have confirmed today that an agreement has been reached over the future of the Kellogg’s Nutri-Grain Ironman Series.

The parties had been discussing how best to evolve the sport and increase its appeal to a wider audience.

Kellogg and SEL will work together for the next three years with Kellogg taking a more hands-on role including network negotiations, events management and promotional content.

SEL will continue its involvement as a consulting partner and commercial agent with SLSA remaining the sanctioning body.

Discussions over a new contract had been ongoing with all parties keen to ensure any new agreement marks a new era for the athletes and the sport.

“We’re delighted to have reached an agreement,” says Ian Blackhall, marketing manager for Kellogg Australia. “All three parties have been pushing for an agreement that not only ensures the continuation of the sport but one that evolves it and takes it to a whole new level.”

Kellogg and SEL confirmed that the athletes have been central to the discussions and have been supportive of the push for a new look series.

“Ultimately we want to create a sport that excites people – both the athletes and the fans. We’re feeling really excited about the future of the Nutri-Grain Ironman Series. It’s great for Nutri-Grain to have the support and commitment of SEL and Guy Leech,” added Ian.

Greg Nance CEO of SLSA thought the new arrangement was a boost for the sport.  “The new arrangement will see Kellogg invest more money into the sport with the ultimate winners being the athletes and the sport itself. We are also delighted that SEL are retained as part of the series and we thank them and Guy Leech for their work over the last 3 years.”

Basil Scaffidi, Managing Director of SEL believes the new arrangement will allow the sport to grow and for the athletes to reap the benefits.

“We have constructed an arrangement based on the best model to sustainably grow the sport over the coming years,” said Basil. “The structure represents the best outcome for the athletes and we’re looking forward to working alongside Kellogg so we can grow this sport to its full potential.”

Trials for the 2013/2014 Nutri-Grain Ironman Series are set to begin on 14-15 September 2013.

-ENDS-