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Visa extends long-term backing of US Ski & Snowboard

Payment services company Visa has signed a long-term extension to its partnership with the US Ski & Snowboard national governing body.

The new eight-year deal runs until 2026 and covers that year’s winter Olympic Games. The partnership establishes US Ski & Snowboard as Visa’s only national governing body sponsorship in the country.

Visa will serve as the title sponsor and preferred way to pay at both the online US Ski & Snowboard Team Shop and on-site merchandise experiences. Proceeds from each fan transaction will go towards supporting the US Ski & Snowboard team.

The partnership also extends into supporting major events that showcase US skiers and snowboarders in the run-up to the winter Olympics.

Additionally, Visa will support athletes at all US Grand Prix events, while it will co-produce a suite of digital assets that will be launched throughout the season. The digital series will provide fans with a behind-the-scenes look into the lives of athletes.

Dan Barnett, chief marketing officer for US Ski & Snowboard, said: “We are working closely with Visa to help boost the overall awareness of the sponsorship as well as the outstanding athletes competing for podiums. Our goal is to not only feature the exciting events of our sport but boost the overall popularity of winter sports by attracting a broader audience both domestically and internationally.”

Visa first became the preferred payment partner of US Ski & Snowboard in 1986, the same year it became one of the founding members of The Olympic Partners (TOP), a worldwide committee managed by the International Olympic Committee.