Goodyear will not renew its sponsorship of the U.S. Ski & Snowboard Association, which began in ’13. USSA CMO Mike Jaquet in February had said the two sides were in talks for an extension through ’19. Goodyear GM/Sponsorships & Marketing Assets Gary Melliere declined to comment on reasons for not renewing, but Jaquet suggested the decision was related to the company’s new deal as title sponsor of the Cotton Bowl and an increased investment in NASCAR. The NGB is now in talks to fill the tire category.
Meanwhile, the USSA today announced an agreement with Active Interest Media to acquire control of NASTAR, a recreational ski racing program in place at 115 U.S. resorts. The deal calls for the NGB to take complete ownership within six years. This structure allows the USSA to delay payment for the low-seven-figure acquisition until NASTAR produces some revenue. Jaquet said that the partnership will allow USSA sponsors to reach a larger audience. NASTAR’s primary sponsorship with Nature Valley expired last month. Jaquet will now be able to fill that inventory, as well as several associate sponsorships. He said discussions are ongoing with several USSA partners about integrating NASTAR inventory into their current deals.
