Ironman events in the UK and across Europe have seen demand for places at an all-time high in 2013, with 5,500 athletes signing up for races in the UK and over 30,000 to race in the Ironman European Tour that runs from May to November.
In the UK, entries have witnessed a sharp growth, having increased 80% in the last three years. The UK hosts Ironman 70.3 UK in Exmoor in June followed by Ironman UK in Bolton in August and Ironman Wales in Pembrokeshire in September. With Ironkids races at the two full iron distance events, the weekend audience is 7,000 participants, with the events forming part of the 14 programme Ironman European Tour series broadcast to a global audience.
Current sponsors of Ironman include European-wide deals with brands such as Powerbar and Timex, while individual events have support from BMW and Foster Grant, enjoying year round marketing to ‘a highly targeted and receptive audience’.
Across the UK and Europe, the Ironman team has a range of sponsorship opportunities. The organisers note that packages are available from value in kind with local companies, to title sponsorship offering year-round coverage and a global TV market. These can be tailored according to the differing needs of each brand.
Kevin Stewart, Managing Director of Ironman UK said, “Ironman is unique in its global reach to the endurance sport market with our international race offices consistently delivering the highest quality events for athletes. We have worked hard over the last couple of years with multiple suppliers, partners and authorities to create a memorable experience for both athletes and spectators. We now feel we have a remarkable platform for the right brand to be associated with our sell out UK events.”
Supporting this aspirational link between sponsors and athletes, Ironman brand owner World Triathlon Corp (WTC) cites Kevin Roberts, CEO of Saatchi and Saatchi. He is quoted as saying “There is nothing more powerful in marketing than bonding with the human spirit, dreams and aspirations. Don’t look for brand association with Trademarks, look for association with Lovemarks.”
While the physical profile of Ironman athletes varies from the dedicated pro triathlete to the novice age group competitor, WTC notes that there are common factors, such as a highly motivated individual leading a healthy lifestyle.
Endemic tri industry or non-endemic brands interested in partnering with Ironman can speak with Waveney Thomson, PR & Sponsorship Ironman UK: waveney.thomson[at]Ironman.com; tel +44: 7866 566 590.
