Janus Capital Group Inc. has dropped its 10-year-old relationship with World Triathlon Corp.’s Ironman events in favor of the seven-stop Life Time Triathlon Series.

The reason: Better opportunities to engage financial advisors, the investment management company’s target demographic.

“The sponsorship gets us into major markets where a large concentration of financial advisors live and work,” said Casey Cortese, Janus’ vice president of sponsorships & community relations.

The sponsorship affords a presence at triathlons in Chicago, Dallas, Los Angeles, Miami, Minneapolis, Philadelphia, and Austin, Texas. In contrast, the Ironman series’ locations include Coeur d’Alene, Idaho; Lake Placid, N.Y.; Madison, Wis.; and Panama City Beach, Fla., with its largest markets being Houston and Phoenix.

In addition to bigger markets, the Life Time triathlons typically draw more participants than Ironman events, Cortese added, noting that the Life Time events are shorter and less challenging.

Janus uses triathlons as a platform to link its values to those of endurance sports participants. “Triathlon competitors are all about perseverance, tenacity and a commitment to their end goals,” Cortese said. “That mirrors what we try to accomplish everyday: No matter what comes our way in the market, we are committed to delivering the best return for our investors.”

Janus will activate the Life Time Series with the Janus Peak Performance Challenge—a race-within-the-race for runners employed in the financial services industry—at the Chicago, Dallas, L.A. and Minneapolis events. It will not offer the program at the other three stops due to financial and staff resource considerations, Cortese said.

Challenge participants will receive race gear, access to a 16-week training program and an on-site VIP area. “The program provides access to our core audience. It’s important to understand Janus in a deeper, more personable way.”

In addition to the Peak Performance Challenge, Janus will further leverage the sponsorship with its longstanding Janus Charity Challenge, a fundraising program initially launched around its Ironman relationship.

The new sponsorship also affords exposure in title sponsor Life Time Fitness, Inc.’s health clubs and ad inventory in its member magazine, Cortese said. “It gives us broad, year-round exposure by leveraging their company-wide assets. Even if people aren’t participating in the program, we still want them to know about it.”

Janus will track event participation and use surveys measuring attendee experience, changes in brand perception and propensity to recommend and purchase Janus products to determine success, Cortese said.

The Life Time series includes the Race to the Toyota Cup, a point series for professional triathletes.

Janus also is a sponsor of the Nautica New York City Triathlon presented by RCN.

Outside of sports, Janus serves as the presenting sponsor of Denver’s Cherry Creek Arts Festival, an event located in the same market as its corporate headquarters. Janus leverages the tie through a program offering high schools throughout Colorado funding to travel to the event and purchase art.

The activation supports Janus’ philanthropic support of education and provides exposure beyond the three-day event, Cortese said.