This morning we officially announced that fortyninegroup is the new 
Sponsorship Sales and Strategic Marketing provider for Set Up Events.
Set Up Events was founded in 1994 by Bill and Lynda Scott. Bill has an extensive history in endurance sports and events. In the early ’80s, he worked at Southland Corporation, then owners of the 7-Eleven chain. Bill was behind the marketing of the famous 7-Eleven cycling team, with Eric Heiden (1980 Olympic Gold medalist in speed skating). Southland sponsored the cycling venue at the 1984 Olympics in Los Angeles, where nine Americans medaled. The 7-Eleven team turned pro after the Olympics, and went on to race the Giro d’Italia in 1985 and the Tour de France in 1986, becoming one of the major teams in international cycling. Which set the stage for the Motorola and US Postal teams to take over sponsorship from Southland in 1990.
Based in Wilmington, NC, Set Up Events has grown from 1 event in 1994 to well over 100 events in 2011 across 8 states in the mid-Atlantic region. Set Up is now one of the nation’s largest producers of triathlons. We’re extremely excited to be working with Bill and his team. As the sport of triathlon continues to grow, Set Up Events, and our Strategic Marketing and Sponsorship Sales will work to accelerate that growth with new events, new partnerships and new marketing initiatives. There’s something to be said for announcing this the week of 7.11 We’re looking forward to a great ride!
