Beiersdorf’s Aquaphor brand is the new title sponsor of the New York City Triathlon. This

• Beiersdorf’s Aquaphor brand is the new title sponsor of the New York City Triathlon. This partnership, with race organizer Korff Enterprises, is a three-year agreement that includes naming rights, as well as a variety of marketing and promotional components for the Olympic-distance race.

More than 3,000 athletes from 44 states and 10 countries will compete in the 2012 Aquaphor New York City Triathlon on July 8. The race includes a 1.5 kilometer swim in the Hudson River, 40 kilometer bike on the Henry Hudson Parkway and 10 kilometer run in Central Park.

As title sponsor, Aquaphor will help participants prepare and/or heal their skin during the tough swim-bike-run, allowing them to achieve top performance at this year’s event. The company will sponsor some of the race’s most popular elements—including the “Diaper Derby,” athlete expo and finishers’ area—and provide its Aquaphor Healing Ointment and Lip Repair products to participants and fans.

“Today’s announcement underscores Aquaphor’s commitment to athletes, one of our core target audiences. We are very excited to partner with the New York City Triathlon team in order to spread the message of the benefits of Aquaphor to triathletes both to those who will be in New York for the race and around the country,” said Magnus Jonsson, vice president, marketing, Beiersdorf Inc.