Sports events company Podium Productions has picked Montreal’s Cartier as its media agency partner as it looks to increase participation.

Podium is an events company that produces sports events and competitions, including the Triathlon Mondial Groupe Copley, Triathlon Verdun, three-on-three basketball event Festival Distrix and beach volleyball event Festival Smash.

Cartier will develop a media strategy for marketing, activating and optimizing campaigns, as well as support on-site activities. It will also support the company’s data infrastructure and development.

Yanick Nadeau, head of private revenue and general manager at Podium, says that the company was seeking an agency partner that could provide targeted tactics to reach athletes and fans interested in the different sports it produces events for.

Work will begin for the next edition of the Triathlon Mondial Groupe Copley, taking place this month, and extending into Festival Smash in July and Festival Distrix in Sepetmeber.