The IRONMAN Group Appoints Ellen Newberg as Chief Marketing Officer

October 3, 2019

- Will oversee the marketing activities for The IRONMAN Group portfolio, including triathlons, running, cycling, mountain biking, ultra-trail running and multi-sport festivals - Brings wealth of experience and expertise to The IRONMAN Group after leadership roles with the Professional Bull Riders and Feld Entertainment

TAMPA, Fla. (October 3, 2019) – The IRONMAN Group, a Wanda Sports Group company, is pleased to announce the addition of Ellen Newberg as the company’s new Chief Marketing Officer. Newberg brings nearly 20 years in the sports marketing and sales field, including eight years with Feld Entertainment and nine years in leadership roles with Professional Bull Riders (PBR), most recently as their CMO. Newberg will oversee the marketing of events for the world’s largest mass participation sports platform, including IRONMAN®, IRONMAN® 70.3®, Rock ‘n’ Roll Marathon Series® and the Epic® Series. Her functional responsibilities will include Event Marketing, Athlete Development Programs, Digital Platforms and Content Development.

“We are excited to add Ellen to our core leadership team,” said Matthieu Van Veen, Chief Revenue Officer for The IRONMAN Group. “Ellen has deep firsthand knowledge of our athletes and demonstrated years of success in sports and entertainment marketing. She is a proven leader and will be able to contribute immediately to the success of our events through event marketing and programs.”

Newberg has a unique set of qualifications to help her succeed in this role and will be responsible for overseeing the planning, development and execution of the organization’s marketing and advertising initiatives using market research, pricing, product marketing, marketing communications, advertising and public relations. She will also ensure that the organization’s message is distributed across all channels and to targeted audiences.

“This represents the ultimate opportunity to fuse two of my great passions: business, marketing in particular, and mass participation sports,” said Newberg. “I am a long-time runner and have competed in triathlons since the mid-2000’s. It’s a privilege to work for an organization that has the ability to improve individuals’ lives, unify disparate communities and cultures, and whose inherent belief is ANYTHING IS POSSIBLE®.”

During her time with PBR – the world’s premier bull riding organization that features more than 700 bull riders in more than 200 events annually – Newberg was responsible for defining and overseeing all aspects of Brand, Consumer, Content and Digital Marketing functions as well as local partnership activity. She developed, led and mentored a highly effective and efficient team of more than 50 marketing, PR, creative and sales professionals. During Newberg’s tenure, PBR saw ticket sales revenue increase 43% from 2015-18 while also averaging 1M+ viewers per broadcast, creating for a robust audience both in person and digitally. After seeing PBR’s U.S. fan base grow 15% from 2011-2017, Newberg was instrumental in 20+ PBR events setting attendance records for the sport in 2018 alone.

Prior to joining PBR, Newberg spent eight years with Feld Entertainment working in several roles in sales and marketing, most notably as Director of Event Marketing and Sales.

Newberg will relocate to The IRONMAN Group’s global headquarters in Tampa, Florida and will be joined by her husband and two daughters.

For more information on The IRONMAN Group and global event series, visit Media related inquiries may be directed to

Those seeking career opportunities at IRONMAN can visit here.


About The IRONMAN Group

As part of Wanda Sports Group, The IRONMAN Group operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, 5150™ Triathlon Series, the Rock ‘n’ Roll Marathon Series®, IRONKIDS®, ITU World Triathlon Series, premier running events including the Standard Chartered Singapore Marathon™ and The Sun-Herald City2Surf® presented by Westpac, Ultra-Trail® World Tour events including Tarawera Ultra and Ultra-Trail Australia™, mountain bike races including the Absa Cape Epic®, road cycling events, and other multisport races. The IRONMAN Group is the largest operator of mass participation sports in the world and provides more than a million participants annually the benefits of endurance sports through the company’s vast offerings. Since the inception of the iconic IRONMAN® brand and its first event in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines around the world. Beginning as a single race, The IRONMAN Group has grown to become a global sensation with more than 235 events across 55+ countries. For more information, visit

About Wanda Sports Group

Wanda Sports Group (Nasdaq: WSG) is a leading global sports events, media and marketing platform with a mission to unite people in sports and enable athletes and fans to live their passions and dreams. Through our businesses, including Infront and The IRONMAN Group, we have significant intellectual property rights, long-term relationships and broad execution capabilities, enabling us to deliver unrivalled sports event experiences, creating access to engaging content and building inclusive communities. We offer a comprehensive array of events, marketing and media services through three primary segments: Mass Participation, Spectator Sports and Digital, Production, Sports Solutions (DPSS). Our full-service platform creates value for our partners and clients as well as other stakeholders in the sports ecosystem, from rights owners, to brands and advertisers, and to fans and athletes. Headquartered in Beijing, China, Wanda Sports Group has more than 60 offices and 1,600 employees around the world.