Columbia Sportswear says it has reinforced its partnership with the Ultra-Trail du Mont Blanc (UTMB) as the Columbia brand has become the event's presenting partner. The intensified partnership comes as the event, which includes five races, is formally changing its name from Ultra-Trail du Mont Blanc to its abbreviated version, UTMB. This name is already widely spread among the trail running community and it has been used as the name of the event's key race since the start of 2003. The new name for the entire event comes with a new visual identity for UTMB, which still mentions the Mont-Blanc and identifies the event as “presented by” Columbia. The company's partnership with the UTMB for 2016 involves the Columbia brand along with Mountain Hardwear, Outdry and Montrail, which are all part of the group. While Mountain Hardwear and Montrail were already associated with the event last year, when Columbia took over the partnership, Outdry was added for 2016. The UTMB brings together about 7,500 participants. The 2016 edition will take place on Aug. 22-28 and pre-registration has opened on the dedicated website.