The local economy in Stafford is set for a major cash injection this weekend.
Ironman 70.3 returns to the heart of the county town on Sunday with around 2,400 competitors set to take part.
The race involves a 1.2 mile swim, a 56 mile cycle ride and finishing with a 13.1 mile run.
Last year was the first time the run section of the competition had come to the centre of Stafford with several retailers reporting it as one of their busiest trading days of the year. Around 20,000 people were recorded in the town - more than double an average Sunday footfall.
Around £1.8 million was generated from the event.
The swim at Chasewater Country Park kicks off the event, with the bike leg going through the Staffordshire countryside and into town for a half marathon – which incorporates a run around the historic Stafford Castle.
The course takes athletes from Riverway alongside the River Sow, into the Stafford town centre, and towards Stafford Castle where they will do two and a half loops of the historic monument before heading back.
The event is a collaboration between Ironman, Stafford Borough Council and the County Council.
Councillor Frances Beatty, Cabinet Member for Economic Regeneration and Planning, said: “It is great to hear shops and businesses are getting ready to take advantage of the huge numbers of people that are expected in our town.
“We are always looking at ways to promote our town centre and the number of excellent events we have going on through the year is one of those ways we can attract more people.”