Land Rover has signed on as the official vehicle partner of the Olympic National Governing Body of ski and snowboard sports in the United States.
The multiyear partnership also names Land Rover as the title sponsor of the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series and presenting sponsor of the Visa Big Air Presented by Land Rover.
As part of the sponsorship agreement, Land Rover will support 10 U.S. Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions. The athletes will kick off this winter season with brand new gear, including Land Rover SUVs.
The automaker created a partnership announcement video featuring some of the athletes: freeskiers David Wise and Maggie Voisin and snowboarder Maddie Mastro. The video is running on both Land Rover and the US Ski & Snowboard Association-owned social channels with organic and paid distribution.
U.S. Ski & Snowboard supports nearly 200 national team athletes and represented 80% of Team USA’s gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games. This year, U.S. Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States.
The athletes of U.S. Ski and Snowboard exemplify “capability with composure,” a hallmark of Land Rover, says Kim McCullough, vice president, marketing, Jaguar Land Rover North America.
“Going forward as we jointly promote the team and the sport, a number of top U.S. team members will take part in brand events, custom content creation, advertising and social media integrations, and will of course have access to Land Rover vehicles,” McCullough tells Marketing Daily.
The agreement also includes broadcast, social media and digital promotion rights, competition content creation, and email marketing campaigns with the U.S. Ski & Snowboard registered fan base. Land Rover branding will also be seen on the athlete uniforms and team gear, as well as be available to consumers through U.S. Ski & Snowboard and Land Rover official branded goods.
“In the United States, Land Rover will participate in two activities that are popular, index high with Land Rover customers, and align with the capability of the vehicles: mass interest winter sports like skiing and snowboarding and the very targeted spring to fall equestrian sports,” McCullough says. “This is in addition to our robust consumer test drive program, ‘Above and Beyond,’ with on-road and off-road test drives at events and auto shows.”
The 2019-20 season will kick off Oct. 24 with the U.S. Ski & Snowboard’s 53rd annual New York Gold Medal Gala at the Ziegfeld Ballroom in New York, followed by the first FIS Alpine World Cup event of the season Oct. 26-27 in Soelden, Austria.