U.S. Ski & Snowboard Partners With YouTube to Bring Fans Behind the Scenes on Road to Milano Cortina 2026
Partnership Marks First Between YouTube and U.S. Winter National Governing Body, Includes Creator-led Content Featuring U.S. Ski & Snowboard Athletes.
PARK CITY, Utah (Dec 8, 2025) — U.S. Ski & Snowboard and YouTube announce a new partnership, designed to bring fans closer than ever to the athletes of the U.S. Ski & Snowboard Team as they prepare for the 2026 Olympics and Paralympics in Milano Cortina, Italy.
Overall, this marks the first partnership between YouTube and a U.S. winter National Governing Body (NGB).
Through the collaboration, YouTube will produce creator-led content featuring some of YouTube’s most recognizable personalities, including Kylie Kelce, Anwar Jibawi, Allison Kuch and Issac Rochell. They will be capturing exclusive, behind-the-scenes content at a key World Cup event with Stifel U.S. Ski Team and Hydro Flask U.S. Snowboard Team athletes in the lead-up to the Games. The partnership leverages the power of YouTube to spotlight the stories and personalities of America’s top skiers and snowboarders as they chase Olympic and Paralympic dreams.
During the 2025-26 season, YouTube creators will embed with U.S. Ski & Snowboard athletes at select events, including the Toyota U.S. Grand Prix at Aspen, an Olympic qualifying event for snowboarding and freeskiing, Jan. 7-9, 2026. Creators will produce original content for their own channels, giving audiences a look at life on the World Cup circuit and the preparation it takes to compete at the highest level.
“This is a new innovative partnership for our organization,” said Sophie Goldschmidt, President & CEO of U.S. Ski & Snowboard. “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.”
“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,” said Kate Johnson, Global Marketing Director, Sports, Entertainment, and Content Partnerships at Google. “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.”
YouTube will also provide digital education and support to U.S. 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.
This partnership marks another step in U.S. Ski & Snowboard’s mission to grow the visibility of winter sports and its athletes ahead of the world’s biggest sporting stage.
Additional content creators will be announced closer to the event.
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About U.S. Ski & Snowboard
U.S. Ski & Snowboard is the Olympic and Paralympic National Governing Body of ski and snowboard sports in the USA, based in Park City, Utah. Started in 1905, the organization now represents nearly 240 elite skiers and snowboarders competing on 10 teams, including the Stifel U.S. Ski Team: alpine, cross country, freestyle moguls, freestyle aerials, freeski, nordic combined, Para alpine and ski jumping, the Toyota U.S. Para Snowboard Team and Hydro Flask U.S. Snowboard Team. In addition to the elite teams, U.S. Ski & Snowboard also provides leadership and direction for tens of thousands of young skiers and snowboarders across the USA, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers and fans, U.S. Ski & Snowboard is committed to the progression of its sports, athlete success and the value of team. For more information, visit www.usskiandsnowboard.org.