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Triathlon Continues Successful Sub-events Strategy
6/14/10: Shape-ups’ title of the Go Mommy Go competition within the Nautica New York City Triathlon is the latest example of how the property emphasizes proprietary programs in its sponsorship packaging and sales strategy.
In addition to attracting new corporate dollars by giving “ownership” of an event component and allowing partners to target specific market segments, such platforms can also aid the property in expanding its reach to demographics beyond its core audience.
The strategy is one that can be replicated by other types of properties, such as offering title to targeted programming and/or physical areas at an event or venue.
The
triathlon’s other proprietary program elements include another race-within-the-race segment: Janus Capital Group Inc.’s three-year-old title of the Janus Funds Financial Executive Challenge for senior level personnel at financial services firms.
Also back for a third year is The Procter & Gamble Co.’s Iams pet food brand’s title of the Doggy Dash, a five-mile running race for dog owners and their pets.
The Jamaica Tourist Board has added to its involvement with the triathlon’s finish-line Entertainment Zone by putting its name on the event’s Underwear Run, a 1.7-mile outing featuring 500 runners in their skivvies. The event takes place on Friday evening prior to the Sunday triathlon.
The property also is selling title to a Diaper Dash race featuring roughly 30 crawling babies. The program has generated extensive media coverage in previous years, said Armand Milanesi, CEO of Precision Sports Entertainment, the sponsorship sales agency that represents the triathlon.
Kimberly-Clark Corp.’s Huggies Little Movers titled the Diaper Dash in ’09.
Sources
Precision Sports Entertainment, Tel: 973/301-0770