Mixed Reality Transforms 2025 IRONMAN 70.3 Da Nang
The 2025 IRONMAN 70.3 Da Nang, held from 9 to 11 May and organised by Sunrise Events Vietnam, marked a transformative moment in the history of endurance sports by introducing Mixed Reality (MR) technology for the first time at an IRONMAN event. This innovation came through a collaborative partnership with immersive technology provider tagSpace, which brought a new layer of digital interactivity to the triathlon, changing how athletes and spectators experienced the race.
Using tagSpace’s advanced MR platform, the event integrated digital overlays into the physical environment via smartphone screens, offering real-time updates, location-specific content, and guided navigation to thousands of participants and visitors. This digital transformation was accessible without the need for specialised equipment, relying solely on the mobile devices already in the hands of attendees, thereby ensuring ease of use and widespread engagement.
The technology allowed users to scan key areas such as the Expo, Transition Zone, and Start Line to unlock hidden digital content. This location-based functionality provided an engaging way to interact with the venue while also delivering important logistical information. At the same time, smart navigation tools enabled participants and guests to move through the sprawling event area with greater efficiency and clarity. Real-time course updates and sponsor promotions were also easily accessible through the interface, making the MR integration both practical and immersive.
The introduction of this MR experience was not just a technical enhancement, but a strategic step towards modernising mass participation events in Vietnam and beyond. With thousands gathered in the coastal city of Da Nang for the race, the digital layer created an environment that was more intuitive, engaging and memorable than traditional race formats. Attendees could navigate their surroundings, track progress, and interact with content in ways previously unseen at triathlon events, fostering a deeper connection to the race itself.
The move is in line with tagSpace’s broader mission of combining outdoor activity with digital innovation. Founded by CEO Paul Martin, a former game engine developer for companies like Electronic Arts, Microsoft and Sony, tagSpace has become a leader in providing Spatial AI platforms for mobile and wearable devices. These platforms support the creation of social, interactive experiences that bring a new dimension to live events, tourism, and branded content through what is often referred to as the “Spatial Web.”
The company’s technology has already enhanced visitor and fan experiences at hundreds of events worldwide, and now aims to make these capabilities available to a wider audience by enabling content creation for always-on digital environments. The partnership with Sunrise Events Vietnam represents an important milestone in the adoption of MR in global sporting events.
Sunrise Events Vietnam, established in 2015, is the exclusive licensee of the World Triathlon Corporation in Vietnam and is known for organising premier events such as IRONMAN 70.3, 5150 Triathlon and IRONKIDS. The organisation has played a key role in promoting sports tourism, health and wellness, and community development throughout Southeast Asia. In addition to IRONMAN 70.3 Da Nang, it hosts several other high-profile events, including IRONMAN 70.3 Phu Quoc, 5150 Phu Quoc, the SUNRISE SPRINT Viet Nam, Ho Chi Minh City International Marathon, and KIDS RUN.
With the introduction of MR technology at the 2025 IRONMAN 70.3 Da Nang, the event demonstrated how endurance sports can evolve through digital innovation. The fusion of cutting-edge technology and human performance not only redefined the experience for all involved but also signalled a shift in how mass sporting events may be shaped in the future. The event stood as a clear example of how the boundaries between the digital and physical realms are becoming increasingly seamless in the world of competitive racing.
