Youth sports digital programmer The Whistle has continued its recent courting of league partnerships, signing a multiyear agreement with the U.S. Ski & Snowboard Association to develop a series of original video programming. The alignment bears similarity to other pacts The Whistle has struck in the past two years with the NFL, PGA Tour, NASCAR, U.S. Soccer, MLL and others, but the ski deal is strictly focused on creating new content as opposed to in part repurposing legacy material. Financial terms were not disclosed, but the USSA will acquire an equity stake in the company, similar to shares the other properties hold. The Whistle will also supply an undisclosed upfront investment to build up video infrastructure for the deal, and there is also a revenue sharing component. Content will appear on The Whistle's various distribution platforms, including online, mobile, YouTube and via connected gaming consoles. "We are particularly enthused about the commitment to original material here," said The Whistle co-Founder & CMO Jeff Urban. "This will enable us to particularly tailor the content and showcase the personalities of these talented athletes." Content will also veer into sport science, and nutrition and wellness. The USSA historically has not spent much time directly targeting The Whistle's target demo of youth aged 8-14, despite a large population of kids among its participant membership base. "This organization has never targeted this age group like we will through this deal," said USSA CMO Mike Jaquet.
