The Teva Mountain Games in Vail has lost its title sponsor for winter and appears to be moving forward without the shoe brand for its popular summer event.
Born in the Vail Valley in 2002, the summer Teva Mountain Games have grown into an international showcase of adventure sports like kayaking, rock climbing and mountain biking, drawing 3,000 athletes and more than 40,000 spectators.
Last February the event branched into winter sports, with ice climbing, ski mountaineering and snow biking.
The Vail Valley Foundation, which acquired the Teva Mountain Games from founder and now Teva president Joel Heath in 2008, announced Tuesday that the "Winter Mountain Games" were returning next February with a dozen winter sports and concerts. Absent from the announcement was the name Teva. The new website address for the summer and winter events - mountaingames.com - is suddenly Teva-free too.
"The approach for us was to put more effort in supporting our athletes on our brand in 2013," said Teva spokeswoman Jaime Eschette, discussing only Teva's athlete-focused decision to remove itself from title sponsorship of the winter games.
While not openly discussed, Teva is out for summer, too, according to sources familiar with the games.
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