U.S. Ski & Snowboard Partners with YouTube for Athlete Content

U.S. Ski & Snowboard and YouTube have announced a new partnership, aimed at bringing fans closer to Team USA athletes as they prepare for the 2026 Olympic and Paralympic Winter Games in Milan–Cortina, Italy. The pact marks the first partnership between YouTube and a U.S. winter national governing body.

Under terms of the deal, YouTube will produce creator-led content featuring personalities such as Kylie Kelce, Anwar Jibawi, Allison Kuch and Isaac Rochell. They will capture exclusive, behind-the-scenes content at a key World Cup events with Stifel U.S. Ski Team and Hydro Flask U.S. Snowboard Team athletes in the lead-up to the Games.

During the 2025–2026 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, January 7–9, 2026.

“This is a new innovative partnership for our organization,” said Sophie Goldschmidt, president and 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.”

YouTube Offering to Athletes

YouTube will also offer select athletes digital education and support, including workshops on YouTube best practices, storytelling and channel growth.

“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.”