Industry News
The Landmark Renewal with Financial Services Partner is the Largest Partnership in U.S. Ski & Snowboard History
U.S. Ski & Snowboard and Stifel Financial Corp. are proud to announce a landmark renewal of their partnership from May 2026 through April 2034. This unprecedented 8-year agreement marks the most expansive partnership in U.S. Ski & Snowboard’s history, reflecting a bold, shared vision for the next three Olympic and Paralympic Winter Games.
Under the renewed agreement, Stifel will be the title partner of the Stifel U.S. Ski Team, supporting the alpine, cross country, freeski, moguls, aerials, ski jumping, nordic combined, and Para alpine teams, as well as the exclusive financial services partner of U.S. Ski & Snowboard.
“As we look ahead to three Olympic and Paralympic Games, including a home Salt Lake City-Utah 2034 Games, this extended partnership with Stifel represents a generational investment in our teams and our athletes. Stifel’s support has also enabled us to implement innovative new initiatives that are having a direct impact on the organization. From World Cup podiums to grassroots development, Stifel’s belief in the power of sport and our athletes has been a game-changer,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard.
Since launching the partnership in 2022, Stifel’s support of U.S. Ski & Snowboard has driven record-breaking performances, increased the visibility of U.S. athletes and fueled the growth of competitive skiing in the U.S. Over the initial three years of partnership, the Stifel U.S. Ski Team has achieved historic success both athletically and as an organization.
Organizationally, U.S. Ski & Snowboard has expanded its World Cup footprint in North America with the support of Stifel, increasing the total number of World Cups from four to a record 11 in the 2024-25 season. In the same season, the organization’s streaming and broadcast audience has doubled, earned media has surpassed 30 billion impressions, and social media impressions have increased by 70%.
2024 was also a record-breaking year for Stifel, highlighting the strength and balance of a diversified business model, achieving net revenues of $4.97 billion, the highest in the firm’s history, and delivering a 23% return on average tangible equity, with non-GAAP net earnings of $756 million, or $6.81 per share – a 46% increase from the prior year. And finally, over the year, Stifel’s share price increased 56.4%.
“The news of Stifel’s renewal as title sponsor of the Stifel U.S. Ski Team is so incredible. Ron (Kruszewski, Chairman and CEO of Stifel) and Stifel have shown amazing support for snow sports and are truly invested in the stories of our athletes and the growth of our sports, which has translated into more success on the mountain,” said two-time Olympic champion Mikaela Shiffrin.
Stifel also launched innovative programs around the increased domestic World Cup events, including the Stifel HERoic Cup, designed in collaboration with U.S. Ski & Snowboard’s HERoic initiative, which celebrates women’s sport. Stifel also invests in the Stifel Bibbo Award for the athlete who advances the most in ranks in alpine World Cup races, and continues to support the Stifel Success Tour, development-level NorAm races in the U.S. that feed the Stifel U.S. Ski Team pipeline. Additionally, Stifel supported the Stifel Snow Show, a weekly series on CNBC, Peacock, and YouTube that highlighted the achievements and stories of U.S. Ski & Snowboard athletes each week throughout the season.
The Stifel brand will remain prominently displayed on team uniforms and event signage at US events, along with a continuation of the Stifel U.S. Ski Team branding across digital and broadcast platforms. Stifel will also support a new performance bonus program for athletes and coaches based on key results during the season.
“This partnership is about helping athletes reach their full potential. As the firm Where Success Meets Success, we believe in backing those who strive for excellence—and that’s exactly what these athletes do, every day. We’re proud to support them not only as champions on the podium, but as role models, teammates and leaders who inspire us all,” said Ron Kruszewski, Chairman and CEO of Stifel.
