The document summarizes the ICAN Triathlon event to be held in Amsterdam on June 26, 2016. It will include a 1/2 ICAN Triathlon and Olympic ICAN triathlon, attracting 1,500 of Europe's best triathletes. The event is organized by SBR Events and will take place across Amsterdam's roads, parks, and waterways over 4 days. It aims to inspire participants and spectators while providing economic benefits to Amsterdam and exposure for partners.

1. ICAN Triathlon 2nd Edition
Amsterdam 26th June 2016

2. Introduction
In 2016, SBR and ICAN will introduce for the second
year an exciting sport event in Amsterdam –
The ½ ICAN Triathlon and the Olympic ICAN
A new generation triathlon with 1.500 of the best
triathletes from across Europe racing across the
roads, parks and waterways of Amsterdam
Little Inspiration – Promo Video

3. ICAN Triathlon
ICAN TRIATHLON® is dedicated to the
organisation of sports events and in particular
triathlon competition of intermediate and long
distance.
• Upcoming European brand
• Differentiation with high quality triathlon products
• 5 European Events, expanding in 2015
An upcoming brand, internationally known
professional organisation with high potential for
activation in the Dutch market.

4. SBR Events
The Organising Company
SBR is a registered company founded in June 2013,
arisen from Johan Cruyff Institute for Sport. At the
basis lays a strong business plan, supported by
people from sport marketing and sport event
management industry.
In the current phase we work with 6 dedicated
people to manage the triathlon brand license,
develop partnerships and deliver a professional
event.
Through the Johan Cruyff Institute and our strong
business network we have access to years of
experience building brands, business and
community engagement through major sport events.

5. Proposition
“Stronger Together”
• ‘Business’
Create and extending business partnerships
• ‘Community’
New sport activities for the wider community
• ‘Health’
Active people, healthy society, successful business

6. EVENT SCHEDULE
Thursday
• Press Conference
Friday
• Opening EXPO
• Registration Open
• ICAN Triathlon Show
• Pasta Party
Saturday
• Press Conference with the Pros
• Race registration, expo area
• Triathlon expo ICAN TRI-SHOW
• Kids Triathlon
• Race check-in, transition area
Sunday – Event Race Day
• Race Bike check-in
• 08:00h START OF THE HALF
ICAN
• 08.20h START OF OLYMPIC
DISTANCE
• Family Lounge Opening
• 10:15h Estimated arrival of the
winner
• 16:30h Awards ceremony

7. Swim Course at Ouderkerkerplas

8. Ouderkerkerplas Swim Course

9. Bike Course Noord-Holland

11. Run Course

12. Run Course

13. Grand Finish at the Amstel

14. Martin Luther King Park

15. Value Proposition
ICAN Event in Amsterdam
Organising an Olympic ICAN57 Triathlon and a
½ ICAN Triathlon for individuals and teams as
part of a 4 day program in the city of Amsterdam
brings:
• Inspirational international triathlon event for
participants, spectators, sponsors and
business partners
• High economic return for Amsterdam
• A differentiated new event to Amsterdam
• High media exposure across the city and
surrounding areas
• Social community involvement through youth
and school program
Distances Swim Bike Run
ICAN57 1,5km 45km 10,5km
½ ICAN 1,9km 90km 21km

16. Partner Possibilities
ICAN Event in Amsterdam
MAIN SPONSOR / PARTNERS /
ACTIVATION
Partner benefits:
• Association with prestigious new sport event
• Brand exposure and communication
• Customer and Fan experiences
• Networking and business development
• Community activation and engagement
Activated via ‘Stronger Together’ theme for:
• Business; customers, prospects, stakeholders
• Community; schools, sport clubs, fund raisers
• Health; running, cycling and swimming programs
ICAN partnerships share the ‘Stronger Together’ philosophy

17. Athlete Profile
• Average Age: 40 years
• Gender split: 84% man, 16% female
• Highly educated
• Average annual income: > €100.000,-
• Average expenditure triathlons (excl. travel and
admission fee): €1.500,-
• Motivation: Feel and look good. Self satisfaction
• Key activities: Cultural, Shopping, Gastronomic
and Leisure.
• * Bron: Survey Active.com/ICAN - 2014
Potential the Netherlands
• 6,5 million people (age 18-65) are interested
in watching sports on TV
• Around 4 million people are biking
• Around 2 million people are swimming and
running frequently.
• * Bron: Repucom Market Research 2013/14

18. SBR Events Team
Introduction
René Visser
General Director
Triathlete
Supply, Operations
and General Business
Kim Doets
Sales & Marketing
Director
Hockey, Skiing, Running
Brand Management
Eric Kersten
Sn Event Manager
Cycling
Event planning
Sander Meijer
Finance Manager
Running, Cycling
Finance
Janine Denning
HR Manager
Triathlete
Human Resource
Linda Bos
Volunteers Coordinator
Running, Paddling
Finance, Events & Projects

19. www.swimbikerun-events.com

20. Contact Details
“Stronger Together”
For more information, please contact:
Rene Visser
M: +31 6 39 33 86 46
E: rene.visser@swimbikerun-events.com
Kim Doets
M: +31 6 27 26 62 43
E: kim.doets@swimbikerun-events.com