Ironman buys Cape to Cape racing event
Ironman Oceania’s acquisition of WA’s Cape to Cape mountain bike race signals the company’s rapid expansion beyond triathlons and its increasing control of endurance events.
Ironman Oceania, owned by Chinese multinational conglomerate Dalian Wanda, recently bought the Cape to Cape and Port to Port mountain bike races from Zubini Marketing and Management.
Ironman Oceania Australia New Zealand managing director Dave Beeche said the group also ran mountain bike races in New Zealand and world-famous mountain bike event, the Cape Epic, in South Africa.
He said the company was also expanding into running, recently acquiring the Rock‘n’Roll Marathon Series in the US and owning four marathons in Australia and New Zealand.
“We know that endurance athletes, they tend to migrate around different sports,” Mr Beeche said.
“We think there are good synergies between Ironman athletes and mountain biking. What we like about the Cape to Cape and Port to Port is the endurance aspect and the atmosphere these events provide — we think that’s going to have good appeal to a more traditional market demographic.
“We hope to build this space in the region.”
Cape to Cape, in its 10th year this year, attracts up to 2000 beginner to elite riders to Margaret River each October.
Zubini Marketing and Management event race director Jason Dover, who started the event in 2008 with just 70 riders, said the Ironman acquisition was like a dream come true.