USOC sponsor Comcast has signed a multiyear deal with U.S. Ski & Snowboarding (USS) to extend its Olympic strategy across the full winter sports season. The tie-up makes Comcast the official cable TV and communications provider of the NGB, and also comes with entitlement rights for Comcast Xfinity to the FIS Ski World Cup weekend at Vermont’s Killington Resort from Nov. 25-26, to air NBC and NBCSN. Comcast Exec Dir of Sports Brand Strategy Matt Lederer said, "Ski and Snowboard allows us to be relevant in the Olympics space longer than just the 17 days of the Games." Last year, Comcast became a USOC sponsor through '20. Lederer: "They have a season that runs from November to March, they have multiple events, and many events in our markets, in the Colorados and Utahs and Vermonts of the world." Comcast logos will also be on the team’s uniforms and get a significant on-site presence during the Toyota U.S. Grand Prix -- the Olympic qualifying tour for freeskiing and snowboarding -- as well as an associate sponsorship of the men’s FIS World Cup Birds of Prey Race from Dec. 1-3 in Beaver Creek, Colo. USS Chief Commercial Officer Dan Barnett said he is glad to have the marketing prowess of Comcast at hand. Barnett: “It’s nice to have with us a major powerhouse like Comcast so strongly supporting the goals and dreams of our athletes." Comcast joins Visa, Lagunitas, Putnam Investments and Visa as top-tier sponsors for USS.
