Ironman, the giant valued at 730 M dollars that rocks the cradle of triathlon in the world

iron man is the owner and lord of the triathlon world. The promoter of endurance events has become the leading multinational in this sport throughout the world and is now trying to expand its influence by reaching new disciplines. A potential that Advance Publications, owner of Discovery, saw clearly when in 2020 bought 100% from Wanda Sportsin an operation that the manager valued at 730 million dollars (681 million euros).

As the alma mater of long-distance triathlons, Ironman takes care of manage more than 170 events in the five continents. Among its series, the complete tests stand out, made up of a 3.86-kilometre swimming section in the open sea, a 180-kilometer bicycle section and a 42.2-kilometre run on foot; and the Ironman 70.3, whose distance is cut in half in each of the sections. To them we must add the 5,150 series dedicated to Olympic triathlons with a total distance that reaches 51.5 kilometers, adding the three sections.

In 2022, the calendar of the triathlon promoter long-distance has returned to pre-pandemic normality with the organization of eight events in five cities. In the case of Lanzarote, Mallorca and Barcelona, ​​with Ironman and Ironman 70.3 tests; in the case of Vitoria, with an Ironman test; and in Marbella, also with a 70.3. For each of these quotes, can get to collect more than 500,000 euros of the local administrations for becoming one of the annual stops.

Even before the sale, the American company was increasing its portfolio of competitions towards cycling, running and trail, until now, which it already organizes about 300 events in more than 50 countries each year, with the participation of more than one million athletes. In 2017, through the Chinese conglomerate, Ironman managed to take control of Competitor, owner of the Rock ‘n’ Roll Marathon series, one of the giants of world running.

Through this operation he went on to organize thirty more events and attract around 600,000 athletes. It was not his first foray outside the world of triathlon, since then he already hosted events such as the Singapore Marathon, the Auckland (New Zealand), the Bordeaux (France) or the Across the Bay 10k in Maryland (United States).

In addition to the presence that the group had in Oceania, with trail events such as the Ultra-Trail Australia and the Tarawera Ultra Marathon (New Zealand), Ironman landed on European landsbeyond triathlon, with the Mozart 100 in Salzburg (Austria), which is part of the Ultra-Trail World Series.

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However, his great operation in the world of ‘trail running’ was the acquisition of UTMB Group to create an international circuit own in this discipline. The UTMB World Series has been launched this year and has included all the tests of this mountain modality that Ironman organizes. The World Series Events calendar includes events in Europe, Asia and Oceania.

After partnering with the largest promoter of foothill racing, Ironman strengthened its strategy in Europe with the celebration of the Andorra Multisport Festival, with an economic return of 6.2 million euros. The strong Andorran investment —estimated at 4 million euros— responds to a desire to position itself as a tourist destination, with an event that lasts for two weeks. The festival, which had Andbank as its main partner and which will celebrate its second edition this year, iIncludes triathlon events‘trail running’ and cycling.

Likewise, the cycling vertical is one of the ones that the company has promoted the most in recent months. In 2021, the group won the Haute Route and Gravel Epic cycling series, the 4 Islands MTB Stage Race in Croatia and the Fulgaz indoor cycling app. A) Yes, has added nine events new to its portfolio and has made its first purchase of a technological sports company, which allows it to incorporate a virtual training and competition platform designed for home use into its offer.

Before the pandemic will break outthe group billed 25 million in Europe, of which 11 million euros came from Spain. Hence, the American company continues to bet on strengthening its operations in this region with special emphasis on Spain and the Andorra area, which offers numerous alternatives to Ironman as a competition venue.

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iron man is the owner and lord of the triathlon world. The promoter of endurance events has become the leading multinational in this sport throughout the world and is now trying to expand its influence by reaching new disciplines. A potential that Advance Publications, owner of Discovery, saw clearly when in 2020 bought 100% from Wanda Sportsin an operation that the manager valued at 730 million dollars (681 million euros).

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