Advance to Acquire the IRONMAN Group from Wanda Sports

Thursday 26 March 2020

Advance announced today that it has entered into a definitive stock purchase agreement with Wanda Sports Group Company Limited (NASDAQ: WSG) to acquire The IRONMAN Group in an all-cash transaction.  
 
The IRONMAN Group and its portfolio of assets, which includes its flagship IRONMAN® and IRONMAN® 70.3® triathlons, the Rock 'n' Roll Marathon Series®, and the Epic Series® of mountain biking races, among other events, makes up the largest mass participation sports platform in the world. From a single race on O’ahu, Hawai`i in 1978, The IRONMAN Group has owned, organized, promoted, and licensed endurance events for over 40 years, which now consists of more than 235 events in over 50 countries, across triathlon, running, trail running, cycling and mountain biking. Each year over one million international athletes participate in an IRONMAN Group race.
 
Advance is committed to the future of The IRONMAN Group and believes in the long-term strength of its well-recognized brands and the dedication of its athletes, communities, employees and fans. Advance is a private, family-owned business that invests in a broad range of media and technology companies.
 
Orkila Capital (“Orkila”) will co-invest in The IRONMAN Group and Jesse Du Bey, Managing Partner of Orkila, will rejoin its Board of Directors alongside Advance and Andrew Messick, President and CEO of The IRONMAN Group. Orkila is a growth equity firm focused on investments in the media, entertainment and consumer sectors. Du Bey, previously a Managing Director at Providence Equity Partners, led that firm’s 2008 investment in The IRONMAN Group.
 
“Today is an important milestone for The IRONMAN Group. We are pleased with this partnership, which is a testament to Advance’s belief in the company,” said Andrew Messick, CEO of The IRONMAN Group. “We remain confident in our future; our focus and objectives are unchanged; and we are ready to face the opportunities and challenges ahead. Together with Advance and Orkila, we will navigate through the turbulent and uncertain period in front of us and continue to deliver the exceptional experiences for which we’re known. I’m also thrilled to welcome Jesse Du Bey back to the Board of Directors of The IRONMAN Group.” Messick continued, “We thank Wanda Sports Group for its support over the past four years and are proud of what we have accomplished together. We look forward to continuing our work in China with Wanda Sports Group in the coming years.”
 
“We are pleased to welcome The IRONMAN Group to the Advance family of companies,” said Janine Shelffo, Chief Strategy and Development Officer at Advance. “The core IRONMAN Group values of endurance and perseverance resonate strongly at Advance, a one hundred year-old business that has differentiated itself through long-term focus and commitment.  We are delighted to partner with Andrew and his executive team as they plan to resume exceptional race experiences for their passionate athletes, and to support the long-term growth of the business. We’re also pleased to join forces with Orkila and are grateful for the invaluable experience with The IRONMAN Group that they bring to our partnership.”
 
“I look forward to this new chapter with The IRONMAN Group. Since I last worked with Andrew and his team, the company has experienced significant growth in its global triathlon event footprint and has successfully expanded into new areas such as running, trail running and mountain biking,” said Jesse Du Bey, Managing Partner of Orkila. “I am thrilled that Orkila is partnering with Advance, Andrew and The IRONMAN Group to help build this great family of brands into the future.”
 
As part of the transaction, Wanda Sports Group will continue to operate the IRONMAN® and IRONMAN® 70.3® triathlon series, Rock 'n' Roll Marathon Series® and Epic Series® of off-road mountain bike races in China under an exclusive license agreement.
 
The transaction has no financing condition and is subject to customary regulatory approvals, with closing anticipated in the second quarter of 2020.
 
Advance was advised by BofA Securities and Sullivan & Cromwell LLP. The IRONMAN Group and Wanda Sports Group were advised by Credit Suisse and Reed Smith LLP.

IRONMAN Triathlon


Coming Triathlon Events View all

Challenge Roth

Roth, Germany

Altriman

les Angles, Pyrenees, France

eagleXman

Assergi, Italy

TriBourne 226

Eastbourne, United Kingdom

Kaike triathlon

Yonago, Tottori, Japan

Outlaw Triathlon

Nottingham, United Kingdom

Wild Siberia Xtreme

Lake Cheybek-Kohl, Siberia, Russian Federation

Starvation Extreme

Starvation Reservoir, Utah, United States

Norseman Xtreme

Geilo, Norway

Ostseeman

Glucksburg, Germany

Ironman Vitoria Gasteiz

Vitoria Gasteiz, Spain

Ironman Lake Placid

Lake Placid, United States

Ironman Leeds

Leeds, United Kingdom

Ironman Canada Ottawa

Ottowa, Canada

Ironman Kalmar Sweden

Kalmar, Sweden

Ironman Copenhagen

Copenhagen, Denmark

Ironman Tallinn

Tallinn, Estonia

Ironman Switzerland

Thun, Switzerland

Ironman Wisconsin

Madison, Wisconsin, United States

Ironman Japan South Hokkaido

Hokkaido, Japan

Garmin Tri Tour Elblag

Elblag, Poland

Great White North

Hubbles Lake, Alberta, Canada

Outlaw Half Holkham

Holkham Hall, Norfolk, United Kingdom

La Tour Geneve

Geneve, Switzerland

Oravaman

Zuberec, Slovakia

Cotswold Classic

Ashton Keynes, United Kingdom

Door Country Half

Egg Harbor, WI, United States

Garmin Tri Tour Sycow

Sycow, Poland

Sourdough Triathlon

Chatanika, Alaska, United States

TRI Boulder

Boulder, CO, United States

70.3 Muskoka

Huntsville, Ontario, Canada

70.3 Jonkoping

Jönköping, Sweden

70.3 Muncie

Muncie, Indiana, United States

70.3 Luxembourg

Remich, Luxembourg

70.3 Swansea

Swansea, Wales, United Kingdom

70.3 Musselman

Geneva NY, United States

70.3 Ohio

Sandusky, United States

70.3 Oregon

Salem OR, United States

70.3 Ecuador

Manta, Ecuador

70.3 Boise

Boise Idaho, United States

Triathlon News & Media Blogs View all

Fabian Kraft, Lena Meissner Win 70.3 Jonkoping

Fabian Kraft, Lena Meissner Win 70.3 Jonkoping

Monday 07 Jul 2025 [Triathlon News]

The event, held on Sunday, July 6, featured a swim in Lake Munksjön, a bike course through the scenic Swedish countryside, and a run through the center of Jönköping around the lake. more

Sam Laidlow, Laura Philipp Win CHALLENGE Roth

Sam Laidlow, Laura Philipp Win CHALLENGE Roth

Sunday 06 Jul 2025 [Triathlon News]

Reigning world champion Laura Philipp and world champion Sam Laidlow have won DATEV Challenge Roth and, in front of several hundred thousand spectators, entered the list of winners of the world's largest long-distance triathlon for the first time. Jonas Schomburg, who had to drop out in Frankfurt a week ago and so entered Roth last minute, came second and for a long time even had his sights set on the top step of the podium. more

70.3 Jonkoping SWE Pro Start List

70.3 Jonkoping SWE Pro Start List

Friday 04 Jul 2025 [Triathlon News]

A warm and heartfelt welcome to 2025 IRONMAN 70.3 Jönköping European Championship! On Sunday, July 6, you’ll be part of something truly special – a celebration of athleticism, determination and community, set in the heart of Sweden. more

World Champions, Olympians, Roth Legends At CHALLENGE Roth 2025

World Champions, Olympians, Roth Legends At CHALLENGE Roth 2025

Thursday 03 Jul 2025 [Triathlon News]

World champions, Roth winners, Olympians, European champions, local heroes, Paralympic champions – they're all in Roth! The 2025 professional field is more diverse than ever before. Whether it's a debut or a comeback, seasoned veterans, final races or new faces: 6 July promises to be a triathlon festival full of surprises. The professional field is led by the two Ironman world champions Laura Philipp and Sam Laidlow. more

IRONMAN Announces New Performance-Based Age-Group Qualification System for World Championships

IRONMAN Announces New Performance-Based Age-Group Qualification System for World Championships

Wednesday 02 Jul 2025 [Triathlon News]

IRONMAN, the global leader in triathlon, today announced a new performance-based age group qualification system for its IRONMAN World Championship® and IRONMAN® 70.3® World Championship events, beginning with the 2026 qualifying cycle. Based on extensive research, testing, and feedback from athletes, the new qualifying system is designed to reward athletes based entirely on how competitive they are relative to their age group and gender. more

Facebook


YouTube


Sign up for FREE NEWSLETTER:

We will never share your email address or spam you.