Teva becomes "sole sponsor" of Fort Bill World Cup

The US footwear brand signs on as 'Presenting Partner, Nissan UCI Mountain World Cup, Fort William'
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Teva is famous for its sports sandals, not MTB footwear, so it's an interesting promotional tie-up.

The Nissan UCI Mountain Bike World Cup takes place in Fort William in the Scottish Highlands on the 6-8 June 2008.

At least 500 riders from 30 nations will be taking part in the event which provides the one and only opportunity in the UK for spectators to see the potential Cross Country Olympic medal winners in action as they prepare for Beijing, together with stars of Downhill and 4-Cross.

Gary Craig, Marketing and PR Manager for Teva UK said:

“We are proud to announce Teva as the Presenting Partner for the Nissan UCI Mountain World Cup, Fort William. The culture of the event appeals to the young lifestyle sports audience, which is mirrored in the Teva brand.

Mike Jardine, from Rare Management and event organiser of the Nissan UCI Mountain Bike World Cup said:

“We see this sponsorship as a great opportunity for both ourselves and Teva, it provides a great way for Teva to reach a captive audience as well as gain exposure due to its association with our globally recognised event."

Teva - it means 'nature' in Hebrew - was founded in the early 1980s by Mark Thatcher of Colorado (not the rally driving, getting-lost-in-the-desert Mark Thatcher).

In 1985, the brand was sold to Deckers Outdoor Corporation.

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