At a joint press conference today in Copenhagen, Denmark, TYR Sport, Inc. and the Danish Swimming Federation announced a new multi-year partnership. The four-year relationship, which officially begins on January 1, 2009, will encompass the variety of aquatic disciplines supported by the Federation and will include TYR’s full range of technologically advanced swimming apparel and accessories.
“We are overjoyed at the opportunity to partner with such a distinguished organization as the Danish Swimming Federation,” said Franck Horter, TYR’s European General Sales Manager. “In a country where participation in swimming ranks third only to soccer and golf, the number of athletes and spectators exposed to TYR products will be substantial. The timing of this relationship could not be more perfect, given the increased awareness that TYR has enjoyed worldwide following the Beijing Olympics. In particular, TYR’s Tracer technology has helped secure our place at the forefront of the European market. In November 2008, TYR athlete Peter Marshall broke an unprecedented three world records in just four days at the FINA World Cup competitions in Stockholm and Berlin while wearing Tracer. With our advanced technology and growing market share, we are eager to broaden the scope of our involvement in European countries through direct support of swimming federations and their athletes.
Beginning in January 2009, swimmers in the Federation will regularly wear Tracer technology and use TYR equipment and accessories in their training and competitions. The relationship will also allow TYR to communicate with the entire member community of the Federation and involve athletes in product research and development. TYR will receive exclusive rights to direct sales at swimming events in Denmark and through the Federation’s online store.
The Danish Swimming Federation boasts 126,000 members and over 200 member clubs. In addition to traditional swimming, the Federation encompasses the disciplines of water polo, diving, synchronized swimming and life saving. The Federation supports swimming at all levels, from elite international competition to youth development programs. It is also committed to an educational system which develops highly trained coaches, and employs between 35 and 45 full-time coaches.
Pia Holmen, Director of the Danish Swimming Federation, expressed her enthusiasm for the partnership, “Since our inception in 1907, the Danish Swimming Federation has worked to assist athletes and coaches in achieving their highest dreams. In that regard, we are eager to partner with a company such as TYR which is devoted to providing the best possible apparel and equipment to swimmers of all levels. We welcome TYR’s involvement in the breadth of our programs and look forward to this relationship which will ensure growth and increased awareness for both organizations.”
In addition to TYR’s involvement with swimming federations around the globe, the company’s commitment to competitive sport extends to several world class athletes. Most recently, TYR signed Olympic triathlete Andy Potts.
Photo: Liisa Raty, General Manager, Swimgear Corporation, Franck Horter, Europe General Manager, TYR, Paulus, Danish Swimming Federation Head Coach