Jeep seeking to renegotiate 48 Straight sponsorship

Troy Ballard, CEO of the Ketchum-based event company 48 Straight, confirmed Tuesday that Jeep, the title sponsor for 48 Straight's summer and winter mountain biking and skiing competitions, is looking to "rework and renegotiate" its sponsorship.
Troy Ballard, CEO of the Ketchum-based event company 48 Straight, confirmed Tuesday that Jeep, the title sponsor for 48 Straight's summer and winter mountain biking and skiing competitions, is looking to "rework and renegotiate" its sponsorship.
    "I'm not surprised, given the current state of the economy and challenging times in the auto industry," Ballard said.
    Ballard said the two companies are in discussions about sponsorship for the upcoming winter events, but that as of now, all of this winter's events are still on schedule.
    However, with the first event taking place in Telluride, Colo., in mid-December, Ballard said a new deal needs to be figured out in the next two to three weeks.
    Kipp Nelson, co-founder of 48 Straight, could not be reached for comment.
    48 Straight started two years ago as The Honda Ski Tour.