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Ironman builds Oceania business with Australian event deals

Endurance sports events organisation the Ironman Group has bolstered its portfolio by acquiring four mass participation events from Australian media company Nine, along with establishing a new permanent office in Sydney.

The events acquired from Nine’s events and entertainment division include the world’s largest fun run, Sun-Herald City2Surf presented by Westpac, which takes place in the heart of Sydney every August and sees 80,000-plus participants running to Bondi Beach.

In addition to this event, the acquisition will include the Sydney Morning Herald Half Marathon, Melbourne Corporate Triathlon and Carman’s Women’s Fun Run. Ironman will also seek to operate the Spring Financial Group Spring Cycle event which takes place on Sydney Harbour Bridge. These events are expected to serve an estimated 100,000-plus participants in 2019.

Nine’s publications will continue to have an ongoing relationship with the respective events by serving as naming partners.

Andrew Messick, president and chief executive of the Ironman Group, said: “This is a fantastic opportunity to expand in two major Australian cities – Sydney and Melbourne – and further the global recognition that these premiere events deserve. With more than 20 established races in Oceania, the addition of these events, including the historic and world-renowned City2Surf, will further cement our position as the market leader.”

Also expected to join the Ironman Group will be the events’ respective management teams, making Sydney a new permanent office of Ironman in Oceania, adding to office locations in Melbourne and Noosa in Australia, as well as Auckland and Queenstown in New Zealand.

“Sydney and Melbourne are considered two of the world’s greatest cities and with the addition of these events, we now have a major presence in each with staff expertise that will allow for us to be forward thinking as we evolve and develop,” Dave Beeche, managing director for the Ironman Group in Oceania, added.

“We look forward to integrating those involved with the events into our business as we continue to ensure our global community receives the life-changing race experiences that they have come to know and expect from us.”

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