"There is a strong connection between the way in which the endurance athlete thinks and the way we think as a company," Connie Fontaine, Ford Brand Content and Alliances manager said in a release. "We share many of the same core ideals, such as strength, leadership and endurance."
Ford has been sponsoring IRONMAN, considered by many the most challenging endurance event for triathletes for four years now. The triathlon has been around for some 31 years and consists of a 2.4-mile swim, a 112-mile bike ride and a 26.2-mile run, all to be completed in at most 17 hours.
The challenge comprises of 25 qualifying events around the globe, with the final to be held each October, during the Ford IRONMAN World Championship in Kailua-Kona, Hawaii.
"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," Fontaine concluded.
"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."