Sponsorship Management

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Ironman – Janus Sponsorship Management

The diversity, drive and commitment of athletes are exactly what attracted Janus to the Ironman 7 years ago. Today, Janus is the presenting sponsor for the continental, full-distance U.S. races, as well as a major sponsor of the Ford World Championship race in Kona, HI.

While the connection between this leading investment management company and the ultimate triathlon may not be immediately obvious, for those who are familiar with both Janus and Ironman, the link is clear. “There are a number of synergies between the Ironman and Janus,” points out Casey Cortese, Director of Community Relations for Janus. “The qualities possessed by athletes, which include commitment, passion and endurance, are the very same qualities possessed by members of the Janus investment team — the people researching and selecting stocks and bonds for Janus’ mutual funds and portfolios. Like competitive athletes, they are focused on one thing, which is crossing the finish line. Only, to them, crossing the finish lines means helping investors reach financial milestones.”

In 2007, Janus hired CSG to manage their on-site sponsorship activations for Ironman Races. CSG plays a role in the review of contracts, tactical planning and on site management.

Strategic Review & Direction

Currently, CSG provides assistance in strategizing , planning, and on site management of eight Ironman events throughout the US. CSG provides the client with:

  • contract reviews for the different properties
  • reviews and recommendations on rights and benefits provided
  • refinements of activations and promotional efforts
  • monitoring of trends in event marketing and suggestions as to possible applications,
  • developing concepts for Client brand experiences and enterprising activation activities.
Tactical Planning

As part of the management for Janus, CSG provides tactical planning prior to each event. CSG staff serve as account managers in the advance planning and preparation of the Client’s sponsorship implementation.

  • Liaise with Client on expectations and activities associated with each event
  • Communicate and coordinate client expectations and activities with event organizers
  • Confirm with client staff, shipping and receipt of display and supplies
  • Provide summary plan and overview report on all arrangements prior to each Ironman event
On Site Management & Implementation

Janus’ presence at each Ironman includes the Inspiration Station, a tent at the race expo where sign-making materials are provided to athletes, their family and friends free of charge. The signs, which Janus posts along the run course, are intended to provide inspiration to racers during what is generally known as the most difficult part of the race.

CSG representatives are on site to manage all aspects of the Clients’ presence and activities related to each event.  Tasks include:

  • Manage and direct all on site staff
  • Site review with event organizer
  • Assure optimal placement of signage and other benefits
  • Inventory materials and supplies
  • Expo Set up
  • Liaison with non-profit partner for sign placement
  • Coordinate Janus site tear down, including return/storage of all event materials
  • VIP Program management and supervision
  • Evaluation of event and recommendations for improvements

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