OUR WORK U.S. Ski & Snowboard
Shaping a New Winter Olympic Narrative: How FINN Partners Elevated U.S. Ski & Snowboard Beyond the Podium
FINN Partners was retained by U.S. Ski & Snowboard to leverage the global spotlight of the Olympic and Paralympic cycle, transforming it from a seasonal sports organization into a year-round powerhouse. The agency was tasked with amplifying the profiles of both athletes and executive leadership, deepening fan engagement, and creating lasting relevance that extends beyond the podium.
GOAL
Elevate U.S. Ski and Snowboard’s profile and reinforce its position as the driving force behind some of the most successful and exciting winter sports and athletes.
SECTOR EXPERTISE
Consumer & Lifestyle
Sports Marketing
217,000+
media mentions secured since January 2026.
301.5B
total media impressions generated across global platforms.
152
World Cup podiums earned across 10 teams during the 2025–2026 season.
97
athletes named to Team USA at the 2026 Milano Cortina Olympic Games – 48 making their Olympic debut.
17
Olympic medals and 8 Paralympic medals captured at Milano Cortina.
Record 13
domestic World Cup events scheduled for the upcoming 2026-2027 season, the most in U.S. Ski & Snowboard history – expanding U.S. competition opportunities for athletes.
The Work
Building momentum beginning in the summer leading into the Milano Cortina Winter Olympics and continuing throughout the Games, FINN Partners executed a media relations and thought leadership campaign built around two complementary narratives: celebrating the record-breaking performances of the organization’s athletes while elevating U.S. Ski & Snowboard’s leadership. Through strategic placements in top-tier outlets, including CBS Mornings, Good Morning America, CNBC, ESPN, TIME, Town & Country, and Jimmy Kimmel Live!, FINN kept U.S. Ski & Snowboard at the center of the Olympic and cultural conversation.
A key component of the program focused on raising the profile of U.S. Ski & Snowboard’s President and CEO, Sophie Goldschmidt. FINN positioned Goldschmidt as a leading voice on the business of sports,, leveraging her executive leadership to showcase the organization’s commercial growth and partnerships with brands like Dunkin’, X Games, Cloudflare, J. Crew, Stifel, and Kodiak Cakes. These partnerships were activated across broadcast integrations, content partnerships, athlete storytelling moments, sponsorship activations, and cultural collaborations, extending well beyond traditional sponsorships. By connecting elite competition with business, style, technology, and culture, the campaign expanded the organization’s reach beyond sports media and reinforced U.S. Ski & Snowboard as a modern lifestyle and entertainment brand.