TAMPA, FL (BRAIN) Feb 15, 10:51 MT—The World Triathlon Corporation has acquired USM Events, an Australian event management company and the owner of multisport festivals at Noosa, Cairns, Mooloolaba and Geelong. USM Events is also the operator of cycling's Jayco Herald Sun Tour and the Sydney ITU World Championship Series triathlon event.
WTC said it will integrate the management of its Ironman and Ironman 70.3races into USM’s operational and management structure. Daryl Herbert, owner and managing director of USM Events, will remain in a management role and WTC staff in the Asia-Pacific region will be integrated into USM Events.
“Besides bringing world-class events like Noosa, Mooloolaba, Geelong and the Cairns Adventure Festival into the WTC family of events, USM provides WTC with a robust operational platform in the Asia-Pacific region,” said Andrew Messick, CEO of WTC. “We hope to be able to use USM’s staff and know-how to help create compelling multisport festivals in Asia and around the world.”