• by Karl Greenberg , July 6, 2010

Ford, which has been title sponsor of the Ironman competition since 2005, is re-upping this year to promote its Edge crossover. The sponsorship puts the Edge in advertising, online Webisodes, on-site displays, demonstrations and race integrations.

There are seven qualifying Ironman events in the U.S. followed by the "Ford Ironman World Championship" in Hawaii. There are also five Half-Ironman programs.

Jim Peters, manager of Ford brand content and alliances, says the connection to Ironman will help publicize Ford's in-car tech like MyFord Touch driver connect technology.

Ford says its involvement with Ironman pays off. The company says that between 2006 and 2008, favorable opinion about the Ford brand grew from 58% to 66% among members of the Ironman community and that people on-site at Ironman events are 38% more likely to seek information about a Ford vehicle versus a competing brand.

The company says it will use its "Ford Training Team" social-media program at www.fordtrainingteam.com to promote its vehicles to athletes and fans.

The Dearborn, Mich. automaker says it is cross-promoting its Ironman involvement via programs with Ironman sponsors Timex, K-Swiss and Aqua Sphere -- to offer rewards to participating athletes, such as heart rate monitors and wet suits.