The online bike store, a family run business when founded in 1985, has grown into the world's largest of its kind.

They cater to cyclists of all ability groups as well as providing a range of other sporting goods, such as swimming gear, running shoes and GPS equipment.

More than 21,000 athletes competed in last year's Dextro Energy Triathlon Series, which attracted 700,000 spectators and a television audience spanning 149 countries, numbers which are expected to increase this year.

Marisol Casado, the President of the International Triathlon Union, said: "It is a pleasure to have a partner who like us, is committed to helping triathletes around the world.

"Chain Reaction Cycles makes top products available to athletes anywhere and everywhere through its impressive online store and we're delighted to work with them through our premier series."

Chain Reaction Cycles' Advertising Manager Damien Duggan said: "We are delighted to be part of the Dextro Energy Triathlon Series, which will see the world's best triathletes compete on the global triathlon circuit.

"Linking up with such a prestigious event is perfect for us, and with stages being held in Sydney, London and Beijing, it's set to be one of the most exciting yet for competitors and spectators alike.

"The London round on August 6-7 should provide an excellent test for the competitors, as they get the final chance to race the course before the 2012 Olympic Games.

"We cannot wait."

The series is the world's most competitive in triathlon, and in 2011 it will travel to Sydney, Yokohama, Madrid, Kitzbuhel, Hamburg, London and Beijing.

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