Ironman race to stay in Staffordshire for 20 years

A three-year deal has been struck to keep the race until 2017 but event organisers said early signs indicate that the Staffordshire race will become a fixed annual event.

More than 2,500 athletes and their supporters have already started to descend on the county ahead of Sunday's iconic triathlon, which sold out in a record 14 minutes.

But television presenter Jonathan Ross, who was meant to be competing with celebrity chef Gordon Ramsay, has had to pull out last minute with injury.

Kevin Stewart, managing director of Events Crew UK, which organises Ironman races around the country, said it was a 'phenomenal' response and that the popularity of the Staffordshire race was clear.

He said: "It will be reviewed over the next three years but the early signs are that the county will keep the Ironman for the next 15 to 20 years, or even longer.

"The race has tended to become a longer-term event at a number of UK venues and given its popularity in Staffordshire, there is every reason to believe that will happen here."

The Staffordshire 70.3 was four times over-subscribed with more than 8,000 athletes vying to take part.

The event will be televised as it moves from Chasewater Country Park in Brownhills, for the swimming section, through to east Staffordshire and Cannock Chase for the cycling to the historic Shugborough Estate near Stafford for the half-marathon final leg.

It is predicted to generate £2.7 million in its first year for local businesses, including suppliers and hotels and B&Bs.

Staffordshire County Council economic leader Mark Winnington said: "I'm really delighted that we have got the prestigious Ironman for what may turn out to be many years to come.

"Obviously we need to get the first year under our belts but it's always been at the back of our minds the possibility that this could go forwards.

"The fact that we've got it for three years is absolutely fabulous and we'll do all we can to keep it in Staffordshire for the next 20 years."

He said: "This is a great opportunity to showcase the county, and Shugborough and Chasewater are jewels in our crown. We will be welcoming athletes and visitors from across the globe."

The event will include an Ironkids race tomorrow with more than 400 youngsters aged from three to 14 taking part.

Among the competitors in the main race are celebrity chef Gordon Ramsay and his wife Tana, ex- England footballer Danny Mills and TV presenter Charlie Webster.

The line-up of professional athletes include reigning Ironman 70.3 world champion Javier Gomez.