The US Ski and Snowboard national governing body has announced a new content partnership with YouTube ahead of the 2026 Winter Olympics and Paralympics in Milano Cortina, Italy.
Through the collaboration, YouTube will produce creator-led content featuring US Ski & Snowboard athletes, capturing exclusive, behind-the-scenes content at a key World Cup event in the lead-up to next year’s games.
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During the 2025-26 season, YouTube creators will embed with US Ski & Snowboard athletes at select events, including the US Grand Prix at Aspen, an Olympic qualifying event for snowboarding and freeskiing, from January 7-9, 2026.
The creators will produce original content for their own channels.
This tie-up marks the first partnership between YouTube and a US winter national governing body.
The Google-owned platform will also provide digital education and support to US Ski & Snowboard athletes, offering workshops on YouTube best practices, storytelling, and channel growth to “empower them to build their personal brands and connect directly with fans.”
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By GlobalDataSophie Goldschmidt, president & CEO of US Ski & Snowboard, said: “This is a new, innovative partnership for our organization.
“Snowboarding and freeskiing attract some of the youngest and most globally engaged audiences in sports, and collaborating with YouTube allows us to meet them where they already are. By bringing top creators into our biggest pre-Olympic events, we’re expanding our digital footprint and unlocking new marketing opportunities across the creator economy.”
Kate Johnson, global marketing director of sports, entertainment, and content partnerships at Google, added: “This collaboration with U.S. Ski & Snowboard is a perfect example of how the sports world is shifting to meet the next generation of fans exactly where they are – on YouTube.
“Today's audiences demand more than just clips and highlights; they want the authentic stories, behind-the-scenes access, and the personal journey. By embedding our top YouTube creators with these world-class athletes, we’re providing fans with intimate, high-quality, and authentic content that captures the unique energy of these athletes on their road to Milano Cortina 2026.”
