The seven-year-old Heartland AIDS Ride has been discontinued due to controversy over promotional costs. Three non-profit groups that benefited from the ride-Illinois’ AIDS Cycle Inc., Wisconsin’s AIDS Network, and AIDS Events Minnesota-broke with Pallotta Teamworks, the Los Angeles-based firm that created and promoted the fundraiser, after the charities got only 35.3 percent of the $5.7 million raised last year, reports “The Chicago Tribune.”
The bulk of money raised reportedly funded Ride promotion, including premiums, posters, and entertainment for riders over the six-day trek. Earlier this summer Avon said it will stop sponsoring breast cancer walks produced by Pallotta.
A Pallotta spokesperson told “The Tribune” that the company tried to lower AIDS ride expenses this year, with fewer water bottles, brand-name snacks, and stages. It also took the Pallotta name off all promotional materials in response to criticism of heavy self-promotion.
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