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The winter sports
governing bodies — U.S. Biathlon; USA Bobsled and Skeleton; USA Curling; U.S. Figure Skating; USA Hockey; USA Luge; U.S. Ski & Snowboard and US Speedskating — combine for 104 individual official sponsorship deals. Sports Business Journal dug into the data, and here are five notable insights:
• Roughly three quarters of the 104 sponsors are endemic to each specific sport, and those deals have been around for more than a decade.
• Two nonendemic brands have deals with three NGBs: Toyota sponsors USA Hockey (since 2012), USA Curling (2016) and US Ski & Snowboard (2021); nutritional supplements company USANA sponsors US Speedskating (1999), USA Luge (2008) and U.S. Ski & Snowboard (2011).
• U.S. Figure Skating has the shortest list of official sponsors, but all five of them are nonendemic: Consumer Cellular, American Cruise Lines, brain health supplement Prevagen, Discount Tire, and mattress company Saatva.
• Two tourist destinations have official deals: the New York Department of Economic Development activates its longtime “I Love New York” campaign as a sponsor of Lake Placid-based USA Luge; and the Utah Sports Commission sponsors U.S. Ski & Snowboard and US Speedskating, both of which are based in Utah.
— Compiled by David Broughton
