Innovative Branding: How Jani-King sets a new standard in sports sponsorship

USA Today

05-05-2025

Innovative Branding: How Jani-King sets a new standard in sports sponsorship
In a world where sports sponsorships often come with big price tags and high-profile player endorsements, Jani-King has adopted a more strategic and more authentic approach. With deep roots in service and a clear focus on meaningful partnerships, Jani-King's presence on the PGA Tour has been steadily growing thanks to one unlikely hero, the caddie towel.
Jani-King is a global leader in commercial cleaning, with a franchise-based model that delivers expert commercial cleaning services and janitorial services to businesses across a wide range of industries—from stadiums and hotels to hospitals, schools, and office buildings. The company is known for consistency, professionalism, and supporting local franchise owners who deliver high-quality service every day.
Launched in 2015 as a pilot program with just 12 caddies, the partnership between Jani-King and the Association of Professional Tour Caddies (APTC) has flourished into one of golf's most visible brand relationships. Today, more than 155 caddies carry the iconic Jani-King golf towel, and it remains a familiar sight each weekend, frequently seen with players in contention. From tee boxes to greens, the towel is in constant motion, cleaning clubs, wiping grips, and quietly broadcasting the Jani-King brand during every broadcast moment.
The towel that became a Tour icon
Unlike conventional sponsorships that rely on signage or TV spots, Jani-King's towel sponsorship taps into something far more organic—utility and authenticity. The towel is in play from the first tee to the final green, supporting caddies through every round and becoming a natural part of tournament life.
Since its first Tour victory with Brett Waldman at the 2016 Valero Texas Open, the Jani-King golf towel has become a fixture of success. It has been part of over 158 PGA Tour wins, including four major championships, and continues to be a trusted tool carried by many of the sport's top caddies.
And despite the towel not being available for sale, it has developed a fan following of its own. Golfers, franchisees, and viewers regularly ask where to get one, adding an element of exclusivity that has only amplified its appeal.
Evolving the playbook, the Spring Clean Challenge
In 2024, Jani-King built on the momentum of its towel's success by launching the Spring Clean Challenge, a dynamic campaign designed to amplify its presence on the PGA Tour. At the center of the initiative is a bold green version of the iconic Jani-King golf towel, proudly carried by caddies. More than just a color change, the green towel symbolizes a fresh start, echoing Jani-King's commitment to green cleaning and revitalizing both facilities and fairways.
The program continues to grow in 2025 with an expanded schedule and elevated stakes. The Spring Clean Challenge spans 10 qualifying PGA Tour events, including two major championships and two signature events.
2025 Spring Clean Challenge Tournaments:
· February 5 – WM Phoenix Pro-Am: Teams Reveal Event
· April 3–6 – Valero Texas Open
· April 10–13 – The Masters
· April 17–20 – RBC Heritage
· April 17–20 – Corales Puntacana Championship
· April 24–27 – Zurich Classic
· May 1–4 – The CJ Cup Byron Nelson
· May 8–11 – Truist Championship
· May 8–11 – Myrtle Beach Classic
· May 15–18 – PGA Championship
· May 22–25 – Charles Schwab Challenge
Hosted by golf media personality Colt Knost, the Challenge features three standout two-man teams alongside their Associated of Professional Tour Caddies (APTC) bagmen who have all regularly carried the Jani-King towel.
· Team 'Big Dawgs': Sepp Straka (caddie Duane Bock) and Grayson Sigg (Jeff Willett)
· Team 'No Beauge's': Tom Hoge (James Edmondson) and Beau Hossler (Jon Turcott)
· Team 'Island Time': J.T. Poston (Aaron Flener) and Patton Kizzire (Dean Emerson)
Participants will compete for a $137,500 bonus pool, awarded based on each team's combined FedExCup points earned during the Challenge tournaments:
· 1st Place: $30,000 per player / $5,000 per caddie (plus custom trophies for caddies)
· 2nd Place: $20,000 per player / $2,500 per caddie
· 3rd Place: $10,000 per player / $1,250 per caddie
By blending visibility, performance incentives, and a strong nod to environmental responsibility, the Spring Clean Challenge demonstrates how Jani-King continues to evolve its sports marketing, strategy, creating meaningful engagement for athletes, fans, and franchise partners alike—while reinforcing its leadership in trusted commercial cleaning services.
From exposure to impact
While Jani-King's ROI may not be calculated using traditional advertising metrics, the brand exposure is undeniable. According to Mike Biggs, Jani-King's Senior VP of Sports Partnerships & Global Market Development, the impact is 'immeasurable for what we need and look for in unique and innovative partnerships on a limited sponsorship budget.' The towel frequently sparks conversations with franchisees, regional leaders, and prospective customers. It's even become a coveted status symbol among those in the Jani-King network, a subtle sign of pride and performance in both sports partnerships and day-to-day janitorial services.
Setting a new standard
Jani-King's sports sponsorship approach sets a new standard, one that's based on values, not volume. By embedding their brand in the day-to-day life of the PGA Tour through caddie partnerships and by launching innovative campaigns like the Spring Clean Challenge, Jani-King has proved that strategic, thoughtful branding can leave a lasting impression.
In an era where audiences are craving authenticity, Jani-King's subtle, consistent presence has become a masterclass in how to win with integrity, relevance, and staying power—on the green and in the world of commercial cleaning services.