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

Frysman

Reaklif, Warns, Netherlands

Laponia Triathlon

Gällivare, Sweden

Stone Extreme

Lago d'Iseo / Passo Paradiso, Italy

Swedeman Xtreme

Östernoren, Sweden

Odyssey

St Neots, United Kingdom

Challenge Roth

Roth, Germany

Altriman

les Angles, Pyrenees, France

eagleXman

Assergi, Italy

TriBourne 226

Eastbourne, United Kingdom

Kaike triathlon

Yonago, Tottori, Japan

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

Tri Tour El Pont de Suert

El Pont de Suert, Spain

La Tour Geneve

Geneve, Switzerland

Garmin Tri Tour Elblag

Elblag, Poland

Great White North

Hubbles Lake, Alberta, Canada

Outlaw Half Holkham

Holkham Hall, Norfolk, United Kingdom

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

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

Marten van Riel & Jess Learmonth Win 70.3 Nice France

Marten van Riel & Jess Learmonth Win 70.3 Nice France

Sunday 29 Jun 2025 [Triathlon News]

Van Riel's Dominance: Marten Van Riel controlled the men's race from the swim, building a significant lead on the bike and maintaining it through the run. This win also qualified him for the IRONMAN 70.3 World Championship in Marbella. Michele Bortolamedi (ITA) finished second, and Jens Emil Sloth Nielsen (DEN) took third. more

Kristian Blummenfelt (NOR) Claims Second European Title at Thrilling 21st Edition IRONMAN Frankfurt

Kristian Blummenfelt (NOR) Claims Second European Title at Thrilling 21st Edition IRONMAN Frankfurt

Sunday 29 Jun 2025 [Triathlon News]

The IRONMAN European Championship for professional men took place in Frankfurt today, making the 11th race of the IRONMAN Pro Series. In a nail-biting race right up to the bitter end, it was Norwegian Kristian Blummenfelt who took the tape, claiming his second straight win in Frankfurt, and second regional IRONMAN Championship title this year. more

Kaindland & Jansen Win CHALLENGE Kaiserwinkl Walchsee

Kaindland & Jansen Win CHALLENGE Kaiserwinkl Walchsee

Sunday 29 Jun 2025 [Triathlon News]

A tough and hot day of racing in the Austrian Alps saw career-defining wins for Austrian Olympian, Tjebbe Kaindl, and Laura Jansen (GER) as they both took their first professional wins over the middle distance in 3:46:19 and 4:15:15 respectively. The pro women kicked the day off with Therese Feuersinger (AUT) dominating the swim in 24:13, posting the fastest swim split of the day, more

IRONMAN Pro Series Frankfurt MPRO Start List

IRONMAN Pro Series Frankfurt MPRO Start List

Friday 27 Jun 2025 [Triathlon News]

On 29 June, the city of Frankfurt, Germany will host the men’s IRONMAN® European Championship triathlon. As one of the oldest and most prestigious races on the circuit, the city will once again welcome a world class professional field, made up of three IRONMAN World Champions, the full 2024 IRONMAN World Championship podium, and last year’s IRONMAN Frankfurt European Championship podium. more

70.3 Nice FRA Pro Start List

70.3 Nice FRA Pro Start List

Friday 27 Jun 2025 [Triathlon News]

Host of the 2019 IRONMAN 70.3 World Championship, Nice offers athletes the best of the Côte d’Azur. Nestled between sea and mountains, experience a well-rounded course, remarkable location and a finish line on the Promenade des Anglais - one of the most iconic locations in French triathlon. more

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