SBD/June 19, 2017/Olympics

U.S. Skiing, Snowboarding Putting Everything Under One Banner To Attract More Sponsors

The U.S. Ski & Snowboard Association is "rebranding to unify the diverse array of sports it oversees and present a single identity to sponsors, fans & donors," according to Ben Fischer of SPORTSBUSINESS JOURNAL. The organization will now go by U.S. Ski & Snowboard and has "introduced a single enterprise logo and three nearly identical team marks for skiing, snowboarding and freestyle skiing." The new logo highlights "mountains and the American flag colors, two factors all the sports have in common." The NGB in the past had used "four logos that have almost nothing in common stylistically" (SPORTSBUSINESS JOURNAL, 6/19 issue). The AP's Eddie Pells reports the move is being made "in hopes of boosting endorsement dollars, by allowing the biggest sponsors to have a piece of all the snow athletes instead of only a certain segment." USSS CEO Tiger Shaw said, "The purpose of doing this is commercial and revenue driven. If we do a better job more powerfully portraying strong brands and national teams, it's more interesting to donors and more valuable to partners." Pells noted in addition to the new logos, USSS also will debut "rebranded social media channels and is selling a limited amount of apparel with the new logo" (AP, 6/19).
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