Teva, Mountain Games ink three-year deal
Four days of big, dirty fun is back on the calendar with a title sponsor sewn up through 2006.
Organizers of the Vail Mountain Games, a four-day festival of whitewater races, trail running, mountain biking and other events, announced this week that outdoor footwear maker Teva will be the festival’s title sponsor for the next three years.
Teva’s sponsorship of the June 3-6 festival, combined with other national exposure and marketing from NBC, Fox Sports Net and Sports Illustrated, may end up reaching more readers and viewers than the entire Vail summer marketing campaign, said Ian Anderson of the Vail Valley Chamber and Tourism Bureau.
“The festival really embraces what’s important to any outdoor enthusiast,” said Anderson.
As an event, the Mountain Games has evolved from a whitewater festival started in the early 1990s. Kayaking and rafting are still part of the festival, but other events have come in as well.
“Whitewater has exploded in popularity over the last 10 years, but it’s still small compared to the rest of these events,” Anderson said. T
he expansion of the games also matches the title sponsor’s expansion as a company. Teva, a firm which first sold sandals favored by raft guides, has over the years expanded its product line to include running and other footwear. Now, the firm makes footwear for virtually every event at the games.
And Teva will do more than buy ads and host a hospitality tent, said Joel Heath of Untraditional Marketing, the local firm organizing the festival. “Teva has committed to 1,000 room nights for the festival,” Heath said. “They’re going to have their international sales conference here during the games.”
Local spending just from Teva may exceed $500,000, Heath said. In all, he said, the games may create an additional $1.5 million in spending the valley would not otherwise have seen.
The festival will also bring thousands of visitors to the valley. Heath said an expansion of events this year may bring the total number of competitors to 1,000 this year, up from about 575 in 2003. In addition, as many as 18,000 spectators will watch the events in person.
Athletes and spectators will stay busy during the days and will also party at night with a handful of concerts. Two acts have been confirmed, Anderson said. The Hackensaw Boys will play June 3 and renowned rockers Gov’t Mule will play the Gerald R. Ford Amphitheater on June 6.
Anderson said he couldn’t yet say who would play the amphitheater on Saturday, June 5, “But I guarantee you’ll know who they are.”
Registration for the Teva Mountain Games is now available at http://www.tevamountaingames.com. For more information, call Untraditional Marketing, 471-0111.