promote your products, tip no 2Group: Triathlon
During Triathlons, there are many sports active persons around, not only athletes but also athletes familys, friends, etc. I will not advise you to go there with free samples, you may invest a lot of money with no return. what you should do, especially if you are sponsoring an athlete, as i mention in my tip 1, is TO BE THERE.
You will have many chances to talk aboud your products. Don't become tiring, running after people trying to talk to them. Instead, find a way for them to come to you. Your sponsoring athlete could be a nice way to approach other athletes. You must know, athletes are very jealous people, if you sponsor someone, they will come to you WAND something from you (sponsoring).
That will be you chance. Start talking about your company, about the history it has in sports, about products. And if they ask about sponsoring, you can always ask them politly to ...sponsor their selfs, since they can always become members of your company and get all those benefits you have. You can even set some kind of deal, saying with your first promotion in the company ( or something like that) i will personally buy you a triathlon uniform.