Longtime Olympics sponsor Visa has renewed its sponsorship of U.S. Ski & Snowboard, re-upping through the ‘26 Games. A partner since ‘86, Visa will get entitlement rights to a new series under development, the “Visa City Big Air,” which will bring a snowboard/freeski big air competition to major stadiums each December. Also in the new term, Visa will also have a presence at the annual Toyota U.S. Grand Prix series. Terms were not disclosed, but major NGBs typically price top categories in the low seven figures. Visa has dropped title rights to the annual Deer Valley Freestyle World Cup, which has been acquired by Intermountain Healthcare. Visa remains a preferred payment partner for USS merchandising operations, and will co-produce digital content around the team. The payment company’s prior deal was up last summer, but negotiations continued into this year. “We kind of ripped up the old deal and started with a blank sheet of paper,” said USS CCO Dan Barnett. Gold Medal-winning skier and Visa endorser Mikaela Shiffrin announced the deal in social media posts this morning.
