The WM Phoenix Open:
The WM Phoenix Open is renowned as the “Greenest Show on Grass,” thanks in part to its partnership with Jani-King International. Jani-King, a leading commercial cleaning services franchise company, is responsible for cleaning up after the approximately 800,000 fans who visit TPC Scottsdale during tournament week. Julie Robinson, Jani-King’s regional franchisor in Arizona, takes pride in their long-time involvement in the hometown tournament. However, being “green” means more than just cleanliness to Jani-King. It also presents a significant opportunity to generate business and revenue for their franchisees year-round, showcasing their capabilities in handling such an enormous task.
Taking the Tour Relationship to the Next Level:
At the WM Open, Jani-King plans to elevate its Tour relationship with the Spring Clean Challenge. During the pro-am event at TPC Scottsdale’s lively par-3 16th hole, participating caddies will use specially made green Jani-King golf towels to indicate their involvement in the Challenge. This competition will span nine events, starting from April 4 at the Valero Texas Open and concluding in mid-May at the PGA Championship. The tournaments align with regional franchisors who strongly support Jani-King’s PGA Tour sponsorship. These territory owners will promote the Challenge through local public relations efforts and engage customers and prospects using a participating player during the respective week. The primary focus of the Challenge is to share the story of Jani-King as the company behind the towel.
Player Commitment and Bonuses:
Five players, namely Ryan Palmer, Joel Dahmen, J.T. Poston, Adam Schenk, and Sepp Straka, have committed to the Spring Clean Challenge. Participating players will have the opportunity to accumulate FedExCup points, with the top three finishers earning bonuses from a $55,000 pot. The winning caddie will receive $5,000 and a commemorative trophy. Colt Knost, a former Tour player and Jani-King playing ambassador, will serve as the host and promoter of the Challenge.
An Under-The-Radar Sponsorship:
Jani-King’s partnership with the PGA Tour is one of those under-the-radar sponsorships that have proven to be a hole-in-one for all involved. The commitment to the Tour and its caddies originated during a round of golf when James Edmondson, long-time caddie for Ryan Palmer and president of the Association of Professional Tour Caddies (APTC), invited Mike Biggs, Jani-King’s senior vice president of sports partnerships, to be his playing partner at a member-guest tournament in 2015. The APTC was formed to find sponsorship opportunities for caddies to alleviate the challenges they face. Biggs saw the potential of supporting the caddies, particularly through a sponsorship involving a towel.
A Perfect Fit:
Cleaning and a towel were an ideal combination for Jani-King. Initially, Edmondson hand-picked ten caddies who worked for high-profile players to carry the Jani-King golf towel. The idea quickly gained attention and resulted in a multi-year sponsorship as the towel generated significant buzz. Today, it is common to see over 100 caddies carrying Jani-King golf towels during PGA Tour events. The towel has effectively become the Titleist of the golf accessories market.
Expanding Commitment:
Before Jani-King’s involvement with the PGA Tour, the company had sponsored NASCAR and short-track racing over 20 years ago. However, as Jani-King shifted its national branding focus from motorsports to golf, the commitment to the Tour seemed fitting. According to Biggs, golf offers access to more business decision-makers compared to any other sport, making it an excellent platform for Jani-King’s commercial cleaning services. Moreover, many Jani-King franchise owners throughout the country have a strong affinity for golf, making the partnership with the PGA Tour a logical choice.
A Cultural Icon:
The Jani-King golf towel has become a cultural icon within the golf community. At The Sentry in Maui, a volunteer approached James Edmondson, who now works for Tom Hoge, desperately hoping to obtain one of the towels. Coincidentally, her name was Janice King, nicknamed “Jani” by her mother, leading Edmondson to gift her a towel, much to her delight. This incident showcases the towel’s popularity and importance.
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For more information about Jani-King or the Spring Clean Challenge, please visit [www.janiking.com](http://www.janiking.com) or follow Jani-King on [Facebook](https://www.facebook.com/janikingclean/), [Instagram](https://www.instagram.com/JaniKingClean/), [X](https://twitter.com/JaniKingClean), [LinkedIn](https://www.linkedin.com/company/janikinginternational/), and [YouTube](https://www.youtube.com/@JaniKingClean).
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