Sports Offers New Avenues for Creative Cleaning Marketing

Jani-King, offering commercial cleaning and janitorial services via a franchise-based model, has cultivated a distinctive and increasingly prominent presence on the PGA Tour through an unconventional yet highly effective strategy centered around the caddie towel. In contrast to the often high-cost and celebrity-endorsed nature of sports sponsorships, Jani-King's approach emphasizes organic integration and meaningful partnerships, with the humble caddie towel emerging as an unlikely but impactful brand ambassador.

Beginning in 2015 as a modest pilot program involving just a dozen caddies, Jani-King's partnership with the Association of Professional Tour Caddies (APTC) has evolved into a highly visible brand association within the world of professional golf. Currently, over 155 caddies proudly carry the recognizable Jani-King golf towel, making it a familiar sight during weekend tournament play, often in close proximity to players contending for the lead. Throughout each round, from the tee box to the final green, the towel is actively used for cleaning clubs and wiping grips, providing consistent and subtle brand visibility during broadcast coverage.

Unlike traditional sponsorship models that heavily rely on static signage or fleeting television commercials, Jani-King's towel sponsorship leverages the inherent utility and authenticity of the caddie's role. The towel remains in constant use throughout the entirety of each tournament, directly supporting the caddies in their daily tasks and seamlessly becoming an integrated element of the tournament environment. Since its inaugural Tour victory at the 2016 Valero Texas Open, the Jani-King golf towel has become associated with success, having been present for over 158 PGA Tour wins, including four major championships, solidifying its status as a trusted and relied-upon tool for many of the sport's top caddies.

Interestingly, despite the Jani-King golf towel not being available for retail purchase, it has garnered a dedicated following among golfers, franchisees, and viewers, who frequently inquire about it. This exclusivity has inadvertently amplified its appeal and desirability within the Jani-King network and the broader golf community.

Building upon the success of the towel, Jani-King launched the "Spring Clean Challenge" in 2024, a dynamic campaign designed to further enhance its presence on the PGA Tour. A key element of this initiative is a distinctive green version of the iconic Jani-King golf towel carried by participating caddies. More than just a change in color, the green towel symbolizes a fresh start, aligning with Jani-King's commitment to green cleaning practices and the revitalization of both facilities and golf courses. The program has continued to expand in 2025, featuring an extended schedule and increased stakes. The Spring Clean Challenge now encompasses ten qualifying PGA Tour events, including two major championships and two signature events.

According to Mike Biggs, Jani-King’s Senior VP of Sports Partnerships & Global Market Development, while the return on investment may not be quantifiable through traditional advertising metrics, the brand exposure generated by this unique approach is undeniably significant. He notes that the impact is "immeasurable for what we need and look for in unique and innovative partnerships on a limited sponsorship budget." The Jani-King towel frequently sparks conversations with franchisees, regional leaders, and potential customers, and has evolved into a subtle yet powerful symbol of pride and performance within the Jani-King network.