Source: SportsPro
US Ski & Snowboard has announced a significant extension of its partnership with financial services firm Stifel, in what has been described as the largest sponsorship deal in the national governing body’s history.
The Details of the Partnership
The new agreement runs from May 2026 through April 2034, extending Stifel’s role as the title sponsor of the US ski team and exclusive financial services partner of US Ski & Snowboard. This expanded deal now covers a wide range of disciplines including alpine skiing, cross country, freeski, moguls, aerials, ski jumping, Nordic combined, and para alpine teams.
Stifel’s branding will be prominently displayed on team uniforms and event signage at US Ski & Snowboard competitions, as well as across digital and broadcast platforms, further enhancing the company’s visibility in the winter sports arena.
While the financial terms remain officially undisclosed, reports from Reuters suggest the deal is valued at close to US$100 million, marking it as the most lucrative sponsorship agreement US Ski & Snowboard has ever secured. The original partnership, initiated in 2022, was limited to naming rights for the alpine ski team.
This extension comes at a time when Stifel reported record revenues of nearly US$5 billion in 2024, alongside a remarkable 56.4% increase in its share price during the year. The continued partnership aligns perfectly with the upcoming Winter Olympics cycle, including Milan-Cortina 2026, the French Alps 2030, and culminating with the home Games in Salt Lake City in 2034.
Sophie Goldschmidt, President and CEO of US Ski & Snowboard, reflected on the significance of the deal:
“As we look ahead to three Olympic and Paralympic Games, including a home Salt Lake City-Utah 2034 Games, this extended partnership with Stifel represents a generational investment in our teams and our athletes. Stifel’s support has also enabled us to implement innovative new initiatives that are having a direct impact on the organisation. From World Cup podiums to grassroots development, Stifel’s belief in the power of sport and our athletes has been a game-changer.”
What This Means for the Sport
This landmark deal signals a pivotal moment for US Ski & Snowboard and winter sports more broadly. The injection of substantial financial backing over nearly a decade not only ensures stability for athletes preparing for multiple Olympic cycles but also enables sustained investment in grassroots development and innovation.
Having a sponsor of Stifel’s caliber committed through 2034 provides US Ski & Snowboard with the confidence to build long-term strategic initiatives, including talent identification, training infrastructure, and community outreach programs. The partnership’s expansion into multiple disciplines, including para alpine, reflects a growing inclusivity in winter sports, broadening the appeal and participation base.
Moreover, the alignment with upcoming Winter Olympics, particularly the home Games in Salt Lake City, underscores the commercial and cultural importance of winter sports in the US. Such a high-profile sponsorship deal is likely to elevate the profile of skiing and snowboarding across the country, attracting new fans, media attention, and potential future sponsors.
In the increasingly competitive sports sponsorship landscape, this deal also sets a benchmark for national governing bodies seeking to secure long-term, high-value partnerships that align with their growth and athlete development goals.
Ultimately, this collaboration embodies a modern approach to sports sponsorship — one that goes beyond mere branding to foster genuine growth, innovation, and community impact within the sport.
