INSIDE THE DEAL

THE DEAL:

Monster.com signs as the title sponsor of the new Monster Challenge triathlon.

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ESTIMATED VALUE:

$175,000-$200,000 a year

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LENGTH:

Three years

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DEAL MAKERS:

Scott Betty, director of marketing, Monster.com; Peter Blacklow, senior vice president of marketing, Monster.com; John Ivey, principal, Global Strategies Group; Lou Kovacs, director of business development, Global Strategies Group

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KEY ELEMENTS:

 Exclusivity in career management category

  Event signs, including posters, city banners and border tape

  Logo incorporated on race elements, including finish-line tape, swim caps and swim buoys

  Opportunity to display Monster.com airship

  Mentions in all pre-race publicity

  Advertising spots during event broadcasts

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BACKGROUND:

The inaugural Monster Challenge: Tri-Boston will be held Sept. 2, during Labor Day weekend. It is the first major triathlon to be held in Boston. Local and national television deals for the event are being negotiated. Other major sponsors are EMC, Nantucket Nectars, New Balance, Clif Bar, Total Fitness Solutions and City Sports Boston.

Monster.com is a leading online network for careers. Based in Maynard, Mass., the company is an official sponsor of the 2002 Olympic Winter Games and the 2002 and 2004 U.S. Olympic teams. Global Strategies Group is a strategic consulting firm in Boston. The firm has created and marketed sponsorship programs for John Hancock, Seagram and Eddie Bauer and sports federations.

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ANALYSIS:

While there's a strong hometown appeal for Monster.com, the company has good strategic rationale for investing in the sponsorship. Boston is not only the home market for Monster.com but is also a strong market for bio-tech and health care workers. The company thinks the event will attract participants with above-average education levels and long-term career aspirations, a prime target market for Monster.com services.