Building the growth engine behind a global sport.
A growing international sports business needs its websites, audience data and marketing to work together. Since 2020, admiral.digital has partnered with the Professional Triathletes Organisation across these foundations, supporting its evolution and the expansion of T100.
Our work connects brand and audience strategy with the platforms, integrations and marketing activity that enable growth.
The priority.
As PTO’s ambitions expanded, so did the complexity of its digital ecosystem. Fans follow athletes and races. Participants explore events, register and return. Each interaction creates information that can help the organisation understand and develop those relationships.
Supporting T100’s growth requires more than adding new event pages or launching individual campaigns. The platforms behind those experiences need to connect, audience data needs a reliable home, and marketing needs to work across markets and events without rebuilding the foundations each time.
The priority is to build a growth engine that can develop alongside the business.
Our approach.
We work alongside PTO’s team across strategy, technology, design and marketing, connecting the audience experience with the systems that support it.
This means considering both what people see and what happens behind the scenes: how they discover an event, how information moves between platforms, and how a shared audience data foundation can support more relevant communications over time.
The work combines ongoing delivery with the development of a more connected, scalable digital foundation.
The work.
Connecting the technology stack.
A central part of our contribution is the architecture and integration work behind PTO and T100’s digital ecosystem.
Our team has worked across websites, registration systems, marketing platforms and audience data infrastructure, building the connections that allow information to move between them. This gives individual platforms a role within a wider system and provides a foundation that can evolve as events, audiences and business requirements grow.
Establishing a shared audience data foundation.
A central audience database provides a shared foundation for this work.
We build and maintain integrations and audience data flows into that foundation, helping bring together information from different touchpoints to support measurement and segmentation. This work is ongoing; it does not yet provide a complete view of every customer.
These foundations support the continued development of connections between acquisition, registration and ongoing engagement as T100 grows.
Developing platforms that can scale with the tour.
Across PTO and T100, we bring together UX strategy, UI design, website development and ongoing product management.
The work supports the needs of both fans and participants, from discovering events and exploring race information to progressing towards registration. Shared structures and reusable components allow the platforms to develop across locations while accommodating the requirements of individual events.
Behind each visible experience is the continuing work of maintaining integrations, adapting functionality and preparing the platforms for what comes next.
Connecting acquisition and audience relationships.
Performance marketing and email connect these foundations with day-to-day growth activity.
Our work includes paid campaign delivery, audience targeting, email planning, segmentation and testing, alongside the tracking needed to understand audience actions. Working with PTO’s team, we help connect event discovery with registration and subsequent communications.
The aim is to make each campaign part of a broader audience relationship, with platforms and data supporting continuity across events.
Maintaining the connection between brand and experience.
Our early work helped establish PTO’s brand and content foundations. As the business has evolved, that strategic understanding has continued to inform our contribution across digital experiences and marketing.
It keeps the work connected to the wider ambition: growing the sport’s audience and giving more people reasons to watch, engage and participate.
The result.
A developing foundation for growth across PTO and T100: digital platforms that support an expanding event business, integrations and data flows into a central audience database, and marketing activity supported by shared infrastructure.
The value extends beyond any individual website or campaign. It lies in building the capability to connect audience experiences, develop relationships over time and accommodate new events without starting again.
As T100 scales, the partnership continues to develop the platforms and connections that support its next stage of growth.
“The Admiral Digital team have worked hand-in-hand with the PTO team as we have taken our product to market providing valuable expertise, insight and extra hands on deck. Together we have created a new brand guide, built out our technology stack and continue to execute data-driven performance marketing campaigns for our live broadcast events. We count on them as a trusted, reliable partner.”
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.