Rightsholders looking for a new category to pitch should consider kitchen and bath product companies.

Following on the heels of a partnership between The Kohler Co. and the Bonnaroo music festival, Delta Faucet Co. has signed a new tie to the Warrior Dash obstacle course series.

Like Kohler’s sponsorship of Bonnaroo, product integration plays a key role.

Delta will activate the sponsorship with outdoor shower stations at five Warrior Dash events. The stations will be equipped with Delta H20kinetic showerheads.

“Whether you are exploring, playing or creating, mess is evidence of a life well-lived and no one knows this better than a Warrior Dash participant,” said Catherine Roper, Delta brand marketing director, in a statement.

“When they step onto the course, they know dirt, mud and comradery are all part of reaching their goals and we’re excited to help them compete with confidence knowing Delta products will be there to make getting clean just as much fun as getting dirty.”

Delta will kick off the sponsorship at the May 16 Warrior Dash in Mechanicsville, Maryland. The other sponsored events are located in Channahon, Ill.; Crawfordsville, Indiana; Millville, N.J. and Frisco, Colo.

Delta will use the sponsorship to promote the water saving attributes of H20kinetic showerheads. The product uses up to 40 percent less water than standard showerheads, according to a company release.

Delta will ask event participants to participate in the U.S. Environmental Protection Agency’s WaterSense water conservation program. Attendees who take the pledge will receive a quarterly newsletter that offers tips on water conservation. Sports marketing agency rEvolution is running Delta’s Warrior Dash activation campaign.