Stiefel product to sponsor Ironman triathlons

Stiefel's anti-fungal powder Zeasorb has agreed a two-year sponsorship deal with the World Triathlon Corporation (WTC).

The product, which helps to relieve frictional skin irritation and prevent ailments such as athlete's foot, will become an official partner of the Ironman and Ironman 70.3 brands.

Zeasorb will benefit from on-site exposure at Ironman events in 2011 and 2012, as well as seeing the product highlighted through packaging, social media initiatives and related consumer engagement projects such as competitions and giveaways.

"We are excited about our sponsorship of Ironman and as an endurance athlete myself, this partnership is one that's close to my heart," commented Todd Cantrell, director of marketing at Stiefel.

Mike Pine, chief sales officer at WTC, added that the support of the brand will help Ironman competitors to "prepare, perform and achieve their goals".

Stiefel is a GlaxoSmithKline company with a focus on pharmaceutical, over-the-counter and aesthetic dermatology products.