In supporting the partnership, staff also showed support with their feet, by taking part in the company's "Walk the World" event.

CNN: Looking beyond the bottom line

"While they may not be needed during a walk, in the event of an accident, a casualty could be sitting in the snow and ice for over an hour before search teams reach them, " he said.

BBC: Wales snow: Rescuers' mountain walk equipment warning

Since then a variety of sponsors, including Cadillac and Motorola, have poured millions of dollars into the event only to walk away, frustrated by disorganization, erratic television coverage and the constant threat that the boat they back won't even survive the semifinals of a race that is held every four years or so.

FORBES: Sailing For the Gold