Valley First

Valley First Sponsors Challenge Penticton

Valley First renews title sponsorship of Challenge Penticton

January 22, 2015

Penticton, B.C.—Challenge Penticton today announced Valley First has renewed its commitment as the triathlon's title sponsor. The 2015 event will be the second consecutive year that Valley First Challenge Penticton has been supported by the Penticton-based financial institution.

Valley First has become well known for leading exciting new initiatives having previously sponsored a number of large community and sports tourism events. It was originally drawn to Valley First Challenge Penticton because of the fresh approach the Challenge triathlon brand brought to multi-sport in the South Okanagan. Challenge Family races are known for providing a superior athlete experience coupled with an exciting festival of family-oriented events culminating in the triathlon events on the Sunday.

The renewed sponsorship demonstrates the success of the partnership's first year, and Valley First’s commitment to helping Valley First Challenge Penticton becoming B.C.’s leading triathlon event. Valley First Challenge Penticton and Valley First credit the success of their partnership to the shared value of building and strengthening individuals and the community as a whole.

"We're thrilled to partner with a company which, like Valley First Challenge Penticton, wants to make a positive impact on the whole community," said Michael Brown, Marketing Manager, Valley First Challenge Penticton. "Together we'll help athletes achieve their goals, while at the same time generate revenue for local economy and contribute to the community around us."

Brown’s excitement is shared by Valley First President Paulette Rennie.

“Valley First is incredibly proud of its reputation as a community supporter; it’s important for us to be more than just a good neighbour,” says Rennie. “Valley First Challenge Penticton contributes much to the region both culturally and economically and we’re pleased to continue our support and help new owners Michael Brown and Kevin Cutjar deliver on their strong vision for the future of Valley First Challenge Penticton.

“Renewing our partnership with Valley First Challenge Penticton represents a real opportunity for Valley First to once again be part of a fantastic week-long celebration while furthering our commitment to building and strengthening the communities we serve.”

The 2015 edition of Valley First Challenge Penticton will be the 33rd running of the long-distance triathlon, consisting of a 3.8km swim, 180km bike and a 42.2km marathon run. The Challenge Half triathlon, (1.9km swim, 90km bike, 21.1 km run) was introduced in 2014 and has proven popular with athletes as a natural stepping stone toward the longer full-distance event. There are also relay divisions in both distance races. The entire event attracts thousands of athletes and spectators to Penticton both during the event week itself, as well as the preceding months as triathletes visit the South Okanagan to train on the course. Significant revenue is generated for the region through these visits.

As part of the sponsorship, Valley First Challenge Penticton will encourage participation in Valley First’s hunger-fighting cause, Feed the Valley. Athletes and spectators will be encouraged to support local food banks by donating funds and food items to the program.

For more information about Valley First Challenge Penticton, head to

About Valley First

Valley First, a division of First West Credit Union, offers British Columbians throughout the Okanagan, Similkameen and Thompson valleys innovative products, an extensive branch network and local decision making. A leading employer in the region, the credit union also provides community investment with its signature cause Feed the Valley, which raises food, funds and awareness for food banks where Valley First operates.

Follow Valley First on Twitter at @Valley_First

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