São Paulo, Brazil, September 16 – Training for a 113-kilometer triathlon takes more than physical fitness. For those taking on a race like the Nubank Ultravioleta IRONMAN 70.3, the challenge also means managing time, career, family, travel and the many investments needed to keep the sport part of their routine. In São Paulo, this happens on a larger scale: the race brings together 1,800 athletes from 19 countries and is expected to inject around R$54 million into the city’s economy.
The race, which takes place this Sunday (20th), reflects the growth of endurance sports among people who have made sport, wellness and experiences part of their lifestyle. It also reflects a change in how people relate to the sport. Most athletes do not make a living from it and need to fit training into professional and personal schedules that are already full. The sport is winning over more and more people in the state of São Paulo, home to around 40% of Brazilians who take part in the IRONMAN and IRONMAN 70.3 circuits.
What it takes to be an amateur endurance athlete
The participants’ profile helps show the size of this trend. In this edition, 78.2% are from São Paulo, followed by Minas Gerais (5.5%) and Rio de Janeiro (3%). The race brings together competitors from 25 states and the Federal District, aged 19 to 74. For more than 41% of participants, it will be their first time completing the distance, according to Unlimited Sports records.
Athletes and spectators also boost a range of services in the city, with an impact on hotels, restaurants, transportation, retail and other businesses. Around 9,000 people are expected to attend over the five days of activities.
Attentive to the search for quality of life and personal challenge among high-income sports fans, Nubank Ultravioleta, master sponsor of the IRONMAN and TRIDAY SERIES circuits in Brazil and holder of the races’ naming rights, designed its presence to support participants at different stages of their journey.
On race day, the experience extends to friends and family, with a kids’ area where children can make signs and families can watch the live broadcast. Activities also include an area at the Ultravioleta Village, a bike workshop, customization of race shirts and finisher jackets, and the Ultravioleta grandstand, which offers a great view of athletes crossing the finish line.
“Sport is an important territory for Nubank Ultravioleta, especially because there is a real connection with our customers. By sponsoring IRONMAN and TRIDAY Series, we want to be closer to this audience at moments that are part of their lifestyle, going beyond brand presence to create experiences and benefits that have real value,” says Mariana Moraes, Head of Marketing at Nubank. “When we look at an athlete’s journey, we see that it starts long before race day, with planning, logistics and a training routine that demands time and dedication. That’s why we designed solutions that reduce friction along the way and let athletes focus their energy on what really matters: the sport, the experience and the achievement,” she adds.
São Paulo as a stage for endurance
Held in São Paulo since 2019, IRONMAN 70.3 São Paulo covers 113 km: a 1.9 km swim at the USP Olympic Rowing Course, a 90 km bike ride and a 21.1 km run, passing landmarks such as the Estaiada Bridge, JK and 23 de Maio avenues, and the Ibirapuera Obelisk.
This year’s participants include Marcelo Zimet, President and CEO of L’Oréal Group in Brazil and a triathlete who balances executive leadership with training and competition. The race will also feature Antonio Carlos da Silva, known as Totonho, the first visually impaired athlete from Minas Gerais to take on a triathlon, accompanied by his guide Tales Augusto. In the relay, former professional triathlete Bruna Mahn, Olympic medalist Poliana Okimoto and comedian and influencer Lara Santana will compete.