Traverse City Record-Eagle

Sports

November 3, 2013

Bell's as much a participant as a sponsor

TRAVERSE CITY — Bell’s Beer isn’t just the title sponsor for the Iceman Cometh.

It’s also an active sponsor.

Michigan’s largest microbrewery, which has been the race’s title sponsor for the past three years, had four employees competing in the event. Among them was vice president Laura Bell, daughter of company founder Larry Bell. Laura Bell finished 14th in the women’s 19-34 age group, finishing in a time of 1:07:13.

“It’s my third year riding the Slush Cup,” Bell said of the shorter 8-mile race. “One of the fun things about choosing events to sponsor is choosing things that you like to do yourself. We’ve got a really great mountain biking culture at Bell’s, which made the Iceman a perfect fit for a lot of reasons. I like to ride the 8-mile (race). I’ve got some other work stuff that happens after that so I can’t do the full 30 (miles), but some year maybe I’ll get to do the full thing.”

Bell’s used to sponsor its own racing team, but a few years ago it elected to shift its efforts to sponsorship.

“(We wanted to) just really refocus our mountain biking support to more than just our team,” Bell said.

Bell said she loves being a part of the Iceman, and particularly enjoys getting the chance to compete as well.

“It’s a blast,” she said. “It’s a really fun atmosphere. There’s a lot of riders that are encouraging. If you’re trying to make it up the hill people are cheering for you and rooting you on. It’s a really supportive atmosphere. It’s a little dirty, but that’s what we’re in it for.”

Bell said there are plenty of similarities between the Iceman, which was started in November of 1990, and Bell’s Brewing, which was started in September of 1985.

Text Only

Auto Racing News
Facebook
Twitter Updates
Follow us on twitter
Associated Press Video
What's Got Jack Black Freaking Out at Comic-Con? Doctors Remove 232 Teeth From Teen's Mouth Bradley Cooper Explains His Voice in 'Guardians of the Galaxy' Deja vu: Another NYPD officer choke-holding a suspect Chapter Two: Becoming a first-time director 'Fifty Shades of Grey': Watch the Super Sexy First Trailer Now! Reports: Ravens RB Ray Rice Suspended For 1st 2 Games Of The Season Air Algerie plane with 119 on board missing over Mali Diamond Stone, Malik Newman, Josh Jackson and others showcase talent Free Arturo - The World's Saddest Polar Bear A Look Back at Batman On Film Through The Years LeBron James -- Dropped $2k On Cupcake Apology ... Proceeds To Benefit Charity Snoop Dogg Says He Smoked Weed at the White House Raw: Fight Breaks Out in Ukraine Parliament Chris Pratt Interrupts Interview To French Braid Intern's Hair Shirtless Super Mario Balotelli Dances While Ironing - @TheBuzzeronFOX Whoa! Watch "Housewives" Star Do the Unthinkable LeBron apologizes to neighbors with cupcakes Justin Bieber In Calvin Klein Underwear Shoot Samsung Pre-Trolls The IPhone 6 With New Ad