PRODUCT placement doesn't come much better for Subaru.
The Noosa Triathlon Multi Sport Festival attracts mostly white collar workers with good disposable incomes and strong interest in the outdoors.
"It just fits great. For many years Subaru has a reputation as recreational and fun and this really fits in well with that," said David Rowley, Subaru's national corporate affairs manager.
"We have a lot of recreationally themed cars, like the XV, Outback and the Forester."
It's the second year Subaru has been one of the major sponsors of the event, which is the biggest annual triathlon event in Australia and attracts more than 11,000 participants and 90,000 spectators across the festival.
Last year's event provided vital feedback for the Japanese carmaker when the XV received rave reviews at its first Australian public outing. That variant is expected to make up about 25% of the brand's sales Down Under this year.
Subaru has quickly become synonymous with triathlon. There is the Subaru app which people can download for free and follow competitors in real time, while triathletes can also get free Subaru race belts where they attach official numbering.
Mr Rowley said the event was a great chance for Subaru to showcase its product to a niche and younger audience who may not have previously known what was on offer - with many optional accessories designed specifically to carry bikes, kayaks and other equipment.
The slick new BRZ - the car that sold out on line within hours of being released - will feature in a cavalcade tomorrow, where Subaru's Olympic ambassadors Courtney Atkinson, Ky Hurst, Shara Gillow and Emma Jackson will also feature.
Subaru will have various cars on show throughout the festival, including an Outback, an MY13 XV in the new colour addition of jasmine green, as well as an Orica Green Edge Liberty and an XV dressed in camouflage.
Subaru has partnered with organiser USM Events with similar multi sport festivals spanning the east coast.