Dial for Men brand will sponsor all 38 U.S. races in the Series, which begin Jan. 28 (in Temecula, Calif.). Financial terms were not disclosed.
Dial is tying the sponsorship into the launch of Dial for Men Speed Foam, gel-to-foam product intended for full-body cleansing.
Dial will support with on-site activation and media, including online social destinations.
Dial is also expected to have a presence on the Spartan Race and SpartanRace.tv Web sites.
Marketing will include the Dial for Men’s brand tagline promises, “Get Your Dirt On. We’ll Get It Off.”
“Dial for Men Speed Foam body wash was developed for the guy who likes to work hard and play hard, just like the athletes competing at Spartan Races who are out there playing hard on the course,” Janell Holas, senior brand Manager for Dial for Men, said in a statement. “Dial for Men Speed Foam body wash offers a faster, easier, ‘get in and get out’ showering experience so all guys can spend less time in the shower and more time getting dirty.”
Spartan Race, founded in 200, is an international obstacle racing series with three levels of courses: three-mile Sprints with roughly a dozen obstacles; eight-mile Super Spartan with 15 or more obstacles; and 10- to 12-mile Beast Races. The Spartan Death Race is held annually in held in Pittsfield, VT.
According to the organizers, “Courses are muddy, creative and extreme – uniquely designed to exhaust and exhilarate as well as test competitors’ strength, stamina, mental and emotional fitness and sense of humor.”