UAE, Dubai: The Professional Triathletes Organisation (PTO) has announced a three-year agreement with global payments and financial platform Sokin, to become a foundational partner of the T100 Triathlon World Tour.
As part of the deal, Sokin will become the Tour’s Official Global Business Payments Partner as well as title partner of the San Francisco event on 6-7 June 2026. The professional race will be branded the Sokin San Francisco T100 Triathlon and the legendary amateur race, now in its 46th year, will become the Sokin Escape from Alcatraz Triathlon.
The partnership will also see the PTO use Sokin’s leading global platform, which can manage its entire cross-border financial stack. Through the platform, the PTO will streamline its global payments and gain access to Sokin’s multi-currency accounts, FX, and treasury infrastructure capabilities. PTO will benefit from more efficient and scalable international business operations as the organisation continues to expand its race calendar and global footprint.
That global expansion has a clear centre of gravity in the Middle East. The 2026 T100 Race To Qatar will conclude with three consecutive GCC stops – Dubai (12-15 November), the inaugural Saudi Arabia T100 (TBC November) and the Qatar T100 Triathlon World Championship Final (11-12 December) – cementing the region as the home of the T100 season finale and one of the fastest-growing markets for the sport. Sokin, which already operates from a regional base in the UAE, joins the Tour at a moment when its Middle East profile is rising sharply, and brings with it a sports portfolio that already includes Manchester United, Nottingham Forest and the British & Irish Lions.
“The US is a major growth market for Sokin and having the honour of putting our name on the legendary Escape From Alcatraz Triathlon puts us in front of exactly the kind of business audience we want to reach there. Sports partnerships have been one of the most effective ways for us to build brand presence in international markets and sports organizations like the Professional Triathletes Organisation have the global reach and complex business operations that Sokin’s platform is built to support. That dual fit is what made this an obvious partnership for us,” Vroon Modgill, Sokin CEO, said.
“This is a significant partnership for the PTO at an important moment in our growth. As we are preparing to launch our new Triathlon World Tour in 2027 with our partners World Triathlon, scaling from 9 events this year to more than 80 globally, having the right partners in place is critical. Sokin’s expertise in simplifying global payments will play an important role as we expand into new markets and continue our mission to take triathlon mainstream,” Sam Renouf, CEO of PTO, said.
The Sokin announcement comes alongside continued strategic backing from the PTO’s Saudi investors, SURJ Sports Investment, whose CEO Danny Townsend underlined the long-term thinking behind the Kingdom’s growing involvement in global sports properties – including the launch of the first Saudi Arabia T100 later this year.
“SURJ’s approach has always been deliberate and long-term. Our mandate is to invest in global sports IP that delivers clear local benefit – strengthening Saudi Arabia’s sports ecosystem through sustainable growth, participation, talent development, and long-term sector capability,” Danny Townsend, SURJ Sports Investment CEO, said.
“Today, we actively manage a diverse portfolio spanning different audiences and formats, including PFL, DAZN, T100, ATP Masters 1000, and Kings League among other sports industry service providers – while remaining disciplined in how and when we deploy capital. That discipline ensures every investment aligns with our localization and impact objectives, supports the Kingdom’s wider tourism and entertainment ambitions, and creates enduring value – not just near-term activity.”
Sokin has seen rapid growth with revenue increasing 100% year-on-year and rising eightfold since 2022. Its platform provides global payments, multi-currency accounts and treasury management, helping businesses streamline cross-border transactions and scale internationally.
In 2026, the T100 Tour has already delivered a sell-out stop on the Gold Coast in Australia, where American superstar Taylor Knibb won the first women’s professional T100 race of the season over the PTO’s signature 100km triathlon (2km swim, 80km bike, 18km run), and more than 5,000 amateurs aged from 18-74 took part in an amateur T100 as well as an Olympic distance triathlon (1.5km swim, 40km bike, 10km run) and a mass participation 10km run. At the Singapore T100 Triathlon on 25-26 April, reigning T100 World Champion Hayden Wilde from New Zealand won the back-to-back titles in the Lion City and more than 7,000 amateurs of all abilities took part in a range of triathlons, duathlons and a 5km Music Run.
The 9-stop T100 Race To Qatar will now visit: Spain (23-24 May), San Francisco (6-7 June), Vancouver (15-16 August), French Riviera (19-20 September), before a Middle East run-in of Dubai (12-15 November), Saudi Arabia (TBC November) and Qatar (11-12 December), for the second Qatar T100 Triathlon World Championship Final.
