Competitor Adds Transamerica, PowerBar as National Sponsors

Image of Rock 'n' Bowl

(from Sports Business Journal, February 18, 2013) Competitor Group has begun signing and renewing partnerships with other companies. Their newest sponsor is Transamerica Insurance,  with a three-year deal that will cover health and accident insurance for those participating in the running and triathlon races. Competitor has also locked in a renewal deal with PowerBar, Gatorade, and Jamba Juice for their Rock ‘n’ Roll series. The CEO and president of Competitor Group, Scott Dickey, says that these partnerships and renewals have begun to come in despite the distractions of sales. He also says that the management was more focused on the sales of the company, so they were not as concentrated on the new business. The signings that have taken place recently have grown the amount of sponsors to 13 for this series.

Along with the deals made for Rock ‘n’ Bowl, Competitor is signing other partnerships for the series and region. For example, the Muddy Buddy Adventure, which includes nine races, has the outdoor retailer, REI, as their title sponsor. Also, the TriRock Triathlon Series has REI as their presenting sponsorship. Competitor Group has also signed their first airline as a partner, Alaska Airlines, to be a sponsor for the California Rock ‘n’ Bowl series in Pasadena and surrounding cities. A health care company, Kaiser Permanente, has also become the title sponsor for the California Rock ‘n’ Bowl Half Marathon in Pasadena. The chief strategy officer of Transamerica, Ed Walker, says that their deal with Competitor allows the market to be knowledgeable about the services they offer and cater to those in the endurance and activity community. The deal with Transamerica Insurance involves race participants that can buy $9 insurance in case a refund or transfer is necessary due to injury or a cancellation. According to Dickey, approximately 15% of racers do not show up to an event because of these reasons. There are not many races that offer insurance, so this is a very unique opportunity for the Rock ‘n’ Bowl series.