Visa Re-Signs Deal With U.S. Ski & Snowboard Through '26 Games

Longtime Olympics sponsor Visa has renewed its deal with 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 deal, Visa will 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.

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 Chief Commercial Officer Dan Barnett. Gold Medal-winning skier and Visa endorser Mikaela Shiffrin was scheduled to announce the deal in social media posts this morning.