• by Larry Dobrow , May 12, 2003

To generate sponsorship revenue and generate buzz for the fledgling Teva Mountain Games, the event's organizers have forged partnerships with several mainstream publications, including Sports Illustrated's SI Adventure monthly supplement.

Though traditional media and extreme outdoor sports like raft paddlecross and dyno climbing might seem to have little in common (that is, besides a high degree of difficulty and hazard), tie-ins between the two have become increasingly more common. The latest to tap into the tactic is Untraditional Marketing president Joel Heath, who approached SI Adventure and three other niche publications months ago.

"Given the economy, it's as tough to find sponsorship money as it has been in a long, long time," Heath explains. "This arrangement makes good business sense for everybody involved. The sponsors get in front of a prime audience, the print partners get a brand extension and our event can be extended thanks to the sponsorship dollars."

Heath, who considers himself a "corporate matchmaker," says that with four weeks to go until the event, the Games (billed in ads as "an Untraditional Media production") have already tripled 2002's sponsorship revenue. "It's just our second year, but the enthusiasm is definitely there," he crows.

As part of the arrangement, Teva has bought eight full pages of ads heralding the event in publications like Outside and Mountain Gazette. Volkswagen, hoping to hype its new Toureg sports-utility vehicle, is the Games' presenting sponsor. Other sponsors include Discover Card, Tazo Ready to Drink Tea and Juices from Starbucks, New Belgium Brewery and Dagger Kayaks.

As thrilled as Heath says he is to have big names like Teva, Volkswagen and Sports Illustrated on board, he believes that partnerships with Paddle Magazine, Rock 'n Ice and Trail Runner are equally important. "Obviously we need the big dollars of major brands to run an event of this scale," he explains. "But maintaining the core authenticity of the event is just as essential. It's good for [the publications] too, in that they can strengthen their relationship with companies like Teva, who obviously appeal to their readers."

The Teva Mountain Games will take place between June 4 and 8 in Vail, Col. Eight hundred athletes culled from the amateur and professional ranks are scheduled to compete in events ranging from freestyle kayaking to bouldering to mountain trail running.