The demographics are intriguing. Factor in the explosive growth the
sport is seeing, and it's enough to make any marketer look twice.
An estimated 2.3 million people completed a triathlon last year,
a 55% increase over the year before, according to a recent report
from the Sporting Goods Manufacturers Association. Likewise, the
number of races has more than doubled to 3,486 sanctioned events in
the last six years. (Even so, races are often mobbed -- next year's
New York City Ironman sold out in 11 minutes, despite an $895 price
tag, the highest entry fee in the sport.) Last month USA Triathlon
announced it had reached 900 official clubs, with more than 140,000
members, nationwide.
Mr. Katz, who completed his first IronMan in July, co-founded
one of those clubs, Mapso Tri, late last year. "We figured we'd
have 10 or 12 people the first year. Eight months in, we've got 63
members," he said. "These are bright, driven people. They're Type A
with good jobs and most are making good money. They're looking for
something else, whether it's to blow off steam or have some "me'
time."
Indeed, triathlons are fast becoming the new sport of C-level
executives, said Chuck Menke, director-marketing and communications
at USA Triathlon. "People are going from the boardroom to their
bike or pool, instead of the golf course," Mr. Menke said.
The triathlon is the fastest-growing sport in the U.S. Olympic
movement. It's also one of the youngest. The first modern triathlon
was held in San Diego on Sept. 25, 1974, and the sport made its
Olympic debut during the Sydney Games in 2000.
It's no surprise then that USA Triathlon is in the early stages
of its development, from a marketing and sponsorship
perspective.
Brands like Blue Competition Cycles, Tyr and Garmin are key
sponsors, but many sponsors are smaller, niche brands like Gu,
BodyGlide and Fuel Belt. Gatorade is the organizations' longest
standing sponsor, at more than 25 years. Tom Prochaska,
director-sports marketing at Gatorade, says it's been "thrilling"
to witness the sport's growth rate. This summer, the brand featured
Chris Legh, a two-time Ironman Triathlon Champion, in its
"Endurance" campaign, promoting the G Series Pro line of
products.
"[Our demographic] is right in the wheelhouse for Madison
Avenue," said Mr. Menke. "Historically we've done a wonderful job
of capturing the endemic market. What we're seeing now is more
interest from non-endemic sponsors."
Avis is one example. The car-rental company experimented with a
one-year sponsorship this year and, pleased with the results, is
now pursuing a new two-year contract. Individual events are also
seeing increased interest this year. Saucony was the presenting
sponsor for the Collegiate National Championship in Tuscaloosa,
Ala., while Subway was the presenting sponsor for the Age Group
National Championship in Burlington, Vt. Subway spokesman Jared
Fogle handed out finisher medals to top athletes and hosted a
lunch.
"If that sort of success can translate, in the nonendemic sense,
that represents a whole new ballgame," Mr. Menke said. "My
marketing philosophy moving forward is to have fewer, more
meaningful sponsorships, as opposed to smaller one-offs. We're
trying to cull the herd, get rid of some, fold some of the
categories and add some categories."
If what's happening on the local level is any indication,
sponsors are going to be flocking to the sport. Mr. Katz's
fledgling club already has 11 sponsors, including a local sports
retailer, a wetsuit brand and a sports rehab center. "Our little
club was able to go out and get some really nice sponsors," he
said. "People were eager to jump on it."
