The U.S. Ski & Snowboard Association has a new beer sponsor, signing a three-year deal with Lagunitas Brewing Co. to replace longtime sponsor A-B. The deal is valued in the mid-six figures annually. “We started to realize we align more with these craft brews than we do with the major breweries,” said USSA CMO Michael Jaquet. “Just in how we market, and where our events take place, and what our major markets of activity are, which are resorts, that inspired us to go out and seek a craft brew.” California-based Lagunitas will eschew the media-heavy strategy A-B used, instead focusing on events and product placement closely tied to the ski and snowboarding schedule. A-B was a ski team sponsor for 20 years before its last contract expired in '14. The first USSA-Lagunitas bar party is scheduled for the Aspen Winternational over Thanksgiving weekend, and the brewery also will collaborate on in-market promotions and sweepstakes in the Northeast, Midwest and West. “Their key markets line up perfectly with the destination ski consumers, so that’s why this partnership works so well,” Jaquet said.
SMILE FOR THE CAMERA: The USSA also has renewed its contract with sponsor GoPro, securing the action camera maker through the '18 PyeongChang Games in a deal also valued in the mid-six figures. GoPro gets a uniform patch in the deal and expects to activate its sponsorship through athlete’s content creation. GoPro cameras will also continue to be used as training tools. USSA’s official sleep provider, Tempur-Pedic North America, also opened the Tempur-Pedic Sleep Center at the NGB’s training facility in Park City, Utah. The center consists of four rooms designed to help athletes recover between events.
