IRONMAN Joins Forces with Experience Oman to Boost Sports Tourism

IRONMAN and Experience Oman have announced a global partnership aimed at establishing Oman as a premier destination for adventure and sports tourism through to 2030. As part of this agreement, Experience Oman will serve as both the “Official Global Destination” partner and the Global Premier Partner for IRONMAN and the IRONMAN 70.3 global series events. Starting in 2026, Experience Oman will also obtain naming rights to the IRONMAN Pro Series, along with title partnerships for all IRONMAN and IRONMAN 70.3 races held in Oman.

Through this collaboration, IRONMAN is committed to expanding its presence in Muscat and other areas across Oman, incorporating the country’s stunning landscapes, rich culture and robust infrastructure into its endurance event programs.

Muscat will host the first full-distance IRONMAN race in the Middle East, scheduled to take place in December 2026, marking an annual tradition. Additionally, the 70.3 distance event in Muscat will be recognised as the IRONMAN 70.3 Middle East Championship starting in the same year. Furthermore, Oman is scheduled to host the IRONMAN 70.3 World Championship in Muscat in 2029, marking the first time the region has hosted this event. The expanded calendar will also feature ongoing races such as the 70.3 in Salalah and Muscat 70.3, along with new IRONMAN and IRONMAN 70.3 events under the “Experience Oman” banner.

From Oman’s perspective, this partnership plays a crucial role in its Vision 2040 strategy. It aims to enhance the Sultanate’s appeal to tourists, showcasing its rugged mountains, desert landscapes, historic forts, coastlines and oceans. Additionally, it seeks to boost sports tourism, create broader economic opportunities and support the growth of related sectors. By hosting internationally recognised endurance events, Oman hopes to attract both elite athletes and casual participants, generating benefits for hotels, hospitality, transport, local services and cultural exchange.

For IRONMAN, this partnership represents a strategic growth opportunity in a region with significant potential. It allows the organisation to reach new audiences, extend the racing season due to Oman’s favourable climate and location and feature courses that blend athletic challenge with natural beauty. The naming rights agreement for the Pro Series further strengthens IRONMAN’s global brand alignment with destinations that can provide long-term event infrastructure and government support.

The extent of this commitment, which includes a multi-year duration, multiple race categories, a world championship event, full-distance credentials and integration with Oman’s broader tourism strategy, suggests that the partnership is about more than just individual races. It aims to transform Oman into a hub for endurance sports, cultivate regional championships, inspire local athlete participation and make a notable impact on the international triathlon scene.