The deal will see LicenseWorks develop a comprehensive strategy to expand the Ironman, Iron Girl and Iron Kids brands across the country. The group will arrange agreements with manufacturers and retailers across all categories including apparel, footwear, fitness equipment and healthy food alternatives for athletes and casual fans.

LicenseWorks will work to launch products aimed at fitness enthusiasts through the Ironsport powered by the Ironman brand, which debuted in 2018

Ironman is the 93rd largest licensor, according to License Global's Top 150  Global Licensor's report.

“Ironman is excited to begin working with the team at LicenseWorks, who are known for their out-of-the-box thinking and strong connections in the Indian market,”says Nathalie Wolderling Bishman, senior director, global licensing, Ironman. “As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels.”

Ironman recently announced its expansion into India with the inaugural Ironman 70.3 triathlon in Goa. The competition will take place on Oct. 20.