Authored By chloe.morrison

Officials announced this morning that McKee Foods’ Little Debbie will be the title sponsor of the upcoming Ironman competition.

It could seem like an unlikely fit-Little Debbie snacks and a grueling triathlon-but officials said Thursday morning that the match is a good one.

“It’s going to take some people 16 hours to get across the finish line,” Carola Ross, chief sales officer for Ironman, said. “They train over 20 hours a week-don’t they deserve a great-tasting snack?”

About 50 people, including city councilmen, Mayors Andy Berke and Jim Coppinger, and other community leaders gathered in Coolidge Park Thursday morning to hear the announcement about the sponsorship.

The Ironman competition is one of more than 30 events in the global Ironman Series. It will be in Chattanooga Sept. 28 and annually through September 2018, according to archives.

The five-year contract could have a $40 million economic impact.

The competition is a triathlon and consists of a 2.4-mile swim in the Tennessee River, a 112-mile bike ride and a 26.2-mile run.

The event is expected to bring more than 75,000 people to the community, said Bob Doak, president and CEO of the Chattanooga Area Convention and Visitors Bureau.

President and CEO of McKee Foods Mike McKee also spoke at Thursday morning’s announcement about how fitness was an important part of his company’s culture.

“We are absolutely thrilled to be a part of bringing this world-renowned athletic competition to Chattanooga,” he said. “We are proud of Chattanooga, and we are excited to help Ironman come to our city for this great event. These athletes represent the epitome of achievement in their field, and they are an inspiration to all of us who value discipline, perseverance, good planning, and even trial and error.”

Little Debbie has signed on to sponsor the event until 2016, according to a news release.

The event, which will showcase the city’s downtown, Southside and North Shore areas, sold out in three minutes and is expected to draw 2,700 athletes.

“Athletes are coming from all over the country to experience some incredible God-given beauty, man-made attractions and the warm hospitality you’ll see nowhere else in this country,” Doak said.

Click here to see maps of the race routes.

Click here and here for related reading.

Updated @ 11:47 a.m. on 6/12/14 to add more information.