Kerry Taylor Joins Professional Triathletes Organisation As Chief Marketing Officer

March 11, 2025

London, UK (March 11, 2024) /ENDURANCE SPORTSWIRE/ –  The Professional Triathletes Organisation (PTO) today announced the appointment of Kerry Taylor as its Chief Marketing Officer (CMO).

Taylor is a seasoned, senior marketing executive with extensive experience in the entertainment, sports and hospitality sectors, having worked with Paramount, LIV Golf and F1 Arcade.

She is a significant hire as the PTO builds on its first, successful season of the T100 Triathlon World Tour and continues its mission to elevate the sport of triathlon and take it mainstream.

“I am thrilled to be joining the Professional Triathletes Organisation and contributing to its incredible mission,” said Taylor. “The PTO has already made great strides with the T100 and I am excited to be part of the next chapter as it continues to celebrate the amazing professional athletes who make triathlon so special and at the same time redefine the sport for every athlete through its fast growing mass participation offer.”

Taylor served as Executive Vice President of Entertainment Brands for Paramount, overseeing prominent channels such as MTV, Comedy Central, Paramount Network and BET across 180 markets outside the United States. In this role, she was instrumental in revitalizing the MTV brand globally, implementing a successful franchise strategy, and commissioning content that drove worldwide acclaim.

In March 2022, Taylor joined LIV Golf Investments as Chief Marketing Officer. During her tenure, she was responsible for global brand and marketing initiatives, including communications, digital strategies, research and analytics, membership and loyalty programs, and event marketing.

In May 2023, Taylor expanded her leadership portfolio by joining the board of Azzurri group as a non-executive director. Azzurri operates popular restaurant brands such as Zizzi, Ask and Daves Hot Chicken. Since leaving LIV Golf, she has been working with F1 Arcade, a start-up that offers immersive Formula 1 racing simulation experiences, to facilitate the brand’s expansion into the US market.

“We are excited to have Kerry join the team,” said PTO CEO Sam Renouf. “Her experience at Paramount developing and building global TV channels, and then at LIV Golf and F1 Arcade in engaging new audiences and creating immersive experiences which built loyalty and fame is exactly what we need for the next phase of our journey with professional and amateur triathletes, in order to take swim, bike and run beyond the bubble of triathlon and into the mainstream.”

The 2024 7-leg T100 Triathlon World Tour established the new 100km distance (2km swim, 80km bike & 18km run) and created a season-long narrative in the sport for the first time, representing a significant step forward in professionalising triathlon. At an amateur level, T100 multisport weekends hosted more than 20,000 participants in Singapore, London, Ibiza, Lake Las Vegas and Dubai, and highlighted the opportunity to do much more.

The 2025 T100 Triathlon World Tour will take place across nine races, including a return to Singapore to start the new series next month (5-6 April). It will then go to San Francisco (31 May-1 June), Vancouver (13-15 June), France (27-29 June), London (9-10 August), Valencia (20 September), Lake Las Vegas and Dubai (15-16 November). Before climaxing in Qatar for the new Qatar T100 Triathlon World Championship Final (12-13 December) following a five-year partnership with Visit Qatar.

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For Further Information:

Anthony Scammell E: Anthony.Scammell@protriathletes.org

About Professional Triathletes Organisation (PTO)

The PTO is a sports body that is co-owned by its professional athletes, seeking to elevate and grow the sport of triathlon and take it to the next level. Its T100 Triathlon World Tour was introduced in January 2024 and is designated by World Triathlon as the ‘official World Championship for long distance triathlon’, which is part of a 12-year strategic partnership with the sport’s international governing body. The T100 Triathlon World Tour is a season-long schedule of World Championship level races competed over 100km (2km swim, 80km bike and 18km run), where the world’s best triathletes go head-to-head in iconic locations on a global broadcast showing the races live around the world in 195+ territories, courtesy of the PTO’s partnership with Warner Bros. Discovery as well as a range of other international, regional and local broadcasters. In 2025 these will include: Singapore, San Francisco, Vancouver, the French Riviera, London, Valencia, Lake Las Vegas, Dubai and then Qatar for the Qatar T100 Triathlon World Championship Final. T100 weekends are ‘festivals of multisport’ and feature a range of opportunities for amateur athletes of all levels to get involved. From experienced amateurs tackling the 100km distance to first-time swim, bike and run participants taking on single discipline, untimed events. For more information visit www.t100triathlon.com