Your client
at Ironman triathlons
These grueling contests of will attract a desirable audience
By Diego Vasquez
Jan 3, 2012
Young-skewing sports fans are one of the most sought-after audiences for advertisers, and they are an even more attractive target when they have money.
One of the most affluent groups in athletics are the very fit people who participate in Ironman triathlons, the endurance events that include distance swimming, biking and running.
More than two-thirds of those who take part in Ironman triathlons are between ages 20 and 49, and nearly half of them have an annual household income of at least $100,000.
To find out how to get your client at Ironman events, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising and sponsorship at Ironman triathlon events.
Who
Ironman event advertising and sponsorship is handled by World Triathlon Corp.
How it works
Ironman triathlons have three grueling elements: a 2.4-mile swim, a 112-mile bike ride and a 26.2-mile run. There is also an Ironman 70.3 series, which cuts all those distances in half--a 1.2-mile swim, a 56-mile bike ride and 13.1-mile run.
Each year Ironman-sanctioned events take place in 40 U.S. markets, including stops on the 28-event qualification series, in which top performers earn spots in the annual Ironman World Championship in Hawaii.
The options for advertising and sponsorship at Ironman events are typical of other sporting events, including the very valuable event title sponsorship.
Title sponsors get a huge presence at the event itself as well as mentions in media and news coverage leading up to and following the events.
Ford sponsors the Ironman World Championship.
In-race options are similar to those at marathons, such as on-course signage, flags and arches that have sponsorship components. For example, Timex typically sponsors the finish line and clock at Ironman events.
Most Ironman events also have an on-site expo where brands can interact with spectators, including sampling, product demonstrations and street teams.
Because of the affluent audience, these events often attract luxury categories such as auto and travel.
Markets
Ironman holds annual events in 40 U.S. markets.
There are also 28 official qualifying events for the annual World Championship in Hawaii--23 Ironman and five Ironman 70.3--that take place in markets around the world, including New Zealand, South Africa, Germany, France and various U.S. sites.
Numbers
USA Triathlon, the sport's governing body in this country, had 133,876 active members last year, growing from 21,341 in 2000.
Approximately 1,850 athletes and 20,000 spectators attend the world championship event.
How it is measured
Event attendance is tracked and TV ratings are also used to estimate additional impressions.
What product categories work well
Recent or current Ironman sponsors include auto, electronics, athletic apparel, health/energy foods, sunglasses and insurance.
Demographics
Triathletes are 63 percent male and 37 percent female, according to USA Triathlon.
Twenty-five percent of USA Triathlon members are age 19 or younger, with 11 percent 20-29, 25 percent 30-39, 26 percent 40-49, 10 percent 50-59 and 3 percent 60 and older.
Sixteen percent have annual households incomes between $75,000 and $99,999, with 23 percent between $100,000 and $149,999, 12 percent between $150,000 and $199,999, 8 percent between $200,000 and $299,999 and 6 percent at $300,000 or above.
Making the buy
Advertising and sponsorship for Ironman events must be in place three months in advance, and the lead time is even longer for the World Championship in October.
Pricing varies widely. Smaller advertisers can have a presence at an event for as little as $5,000, while top-level sponsors for championship and championship-qualifying events spend millions of dollars.
Who’s already been at Ironman events
Recent brands that have sponsored Ironman events include Ford, Timex, PowerBar, K-Swiss, Foster Grant, Avon, Wheaties and Philadelphia Insurance Companies.
What they’re saying
"It's a healthy lifestyle market and it's a very attractive consumer that has a lot of money and spends a lot of money. They're not one-dimensional athletes. Also, they're family people, they're educated and computer users--it's one of the most juicy demographics you could find." –
John Duke, vice president of global sales and media for Ironman
Web site info
Ironman
http://ironman.com
Ironman World Championship
http://ironman.com/worldchampionship
USA Triathlon
http://www.usatriathlon.org
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