Ironman Wales fever gripped South Pembrokeshire on Sunday as one of the toughest sporting events in the world brought the county alive.

More than 1,300 athletes from nearly 40 different countries competed in the 17-hour sporting spectacle.

And they were cheered on every step of the way by an estimated crowd of 10,000 supporters who turned out at almost every location possible with their banners, bells, drums and clappers.

With the Welsh national anthem heralding the 7 am start, the athletes began their gruelling challenge with a 2.4km swim off North Beach, Tenby, escorted by the town's RNLI, in near perfect conditions.

Upon exiting the sandy stretch, the athletes had nearly a 1km run back to transition at the Rectory car park, before taking on a gruelling 112-mile bike ride through the scenic yet brutal Pembrokeshire National Park, before embarking on the 26.2 marathon run in and around Tenby in what is regarded as one of the toughest run courses in the world.

Winner was France's Sylvanian Rota who set a new course record as he crossed the red carpet finishing line to the roaring crowds and fanfare in 08:52:43, while first female home was Regula Rohrbach from Switzerland, who also claimed her maiden Ironman title.

There was huge disappointment, however, for Tenby's own triathlete hero Oliver Simon, who had to pull out one loop into the marathon due to an ongoing foot injury.

But Olly was there at the finishing line to congratulate the large local contingent of Ironmen who he has helped and inspired to compete themselves.

Kevin Stewart, managing director of Ironman UK and Ireland, said: "We've had fantastic feedback from the athletes about the support around the course. Although the bike and run are tough, they have enjoyed the challenge and its made crossing the finish line all the more rewarding."

Ironman Europe race commentator Paul Kaye hailed Tenby and Pembrokeshire as 'an amazing town and an amazing county' at Monday's presentation ceremony.

"I've worked on 17 of the events in the Ironman Europe tour and this is one of the two that stand out. The atmosphere was phenomenal," he added, drawing huge applause from a packed hall of competitors and their families at Carew Airfield.

And for those with a 2013 diary, the date for next year's Ironman Wales is Sunday, September 8, with entries expected to be opened soon.