Skip to content
Toggle menu
SportsTravel SportsTravel

Breaking News, Podcasts and Analysis Serving People who Organize, Manage and Host Sports Events

Primary Menu
  • News
    • Hosts & Suppliers
    • Recently Awarded
    • Sports Organizations
    • Sports Venues
    • Sponsors & Media
  • IN DEPTH
    • Feature Story
    • On Assignment
    • Perspectives
    • Technology in Sports
  • Podcasts
  • Sports
    • CATEGORY
      • Amateur Sports
      • Youth Sports
      • Collegiate Sports
      • Professional Sports
      • Olympic Sports
      • Paralympic Sports
      • National Governing Body
      • Adaptive Sports
      • Sustainability
      • Water Sports
      • Winter Sports
      • Women’s Sports
    • INDIVIDUAL SPORTS
      • Baseball
      • Basketball
      • Bowling
      • Cycling
      • Football
      • Golf
      • Gymnastics
      • Hockey
      • Lacrosse
      • Motorsports
      • Pickleball
      • Rugby
      • Running
      • Soccer
      • Softball
      • Swimming
      • Tennis
      • Track & Field
      • Triathlon
      • Volleyball
      • Wrestling
  • Esports
    • Esports News
    • Esports Guide
    • EsportsTravel Summit
  • Resources
    • Bid Bowl
      • Bid Bowl Listings
      • Submission Form
        • About Bid Bowl
    • Destination Spotlight
    • Destination Guides
    • Downloadable Guides
    • Venue Guides
    • Media Kit
      • Media Kit
      • 2022 Editorial Calendar
    • Digital Edition
  • Subscribe
    • Subscribe to E-Newsletter
  • EVENTS
    • TEAMS CONFERENCE & EXPO
    • EsportsTravel Summit
    • SportsTravel Road Trip
  • Facebook
  • Twitter
  • Linkedin
  • Instagram


Home > Olympic Sports > Maame Biney is Done Being Comfortable — And Ready for the Olympic Spotlight

Maame Biney is Done Being Comfortable — And Ready for the Olympic Spotlight

Short-track speedskater speaking up and speaking out as she prepares for national campaign with Panasonic ahead of 2022 Olympic Winter Games in Beijing

Posted On : February 2, 2022 By : Matt Traub
Maame Biney horizontal copy

After cruising to victory in the women’s 500 meters, a visibly relieved and emotional Maame Biney met the assembled media at the U.S. Olympic Team Trials for short-track speedskating.

“I’m super excited to be racing again,” said Biney that December afternoon at the Olympic Oval in Kearns, Utah, having had an injury in the early fall. “To be able to do what I’m doing right now is amazing.”

And now, she’s headed to her second Olympic Winter Games — her face in nearly every NBC commercial, her prominence as one of the standouts on Team USA well-chronicled. This year Biney will head to the Games with four teammates, giving the U.S. a chance to compete in the relay events and an additional chance for them all to get a medal. And Biney’s alter ego on the ice, Anna Digger, will be right there as well.

“I’m so happy to have more of my teammates with me,” Biney said. “I’m just so excited.”

View this post on Instagram

A post shared by maame afua biney🦋 (@biney.biney)

A Winter Sports Celebrity

Related Stories

  • USA Gymnastics: Abortion Laws to Play Role in Future Site Selection
  • NBA 2022–2023 Schedule Includes Games in Japan, Mexico City and Paris
  • ASM Global, Honeycomb Strategies Partner on Sustainable Venues Future
  • National Cycling League Announces 2023 Start Date
  • Oklahoma City Seeking Bids for New Fairgrounds Arena

She burst onto the Winter Olympic sports scene by qualifying for the 2018 Pyeongchang Games in the 500 meters at the age of 18, won three gold medals at the 2021 U.S. Short-Track Speedskating Championships and is one of the most recognizable winter sports athletes in the United States.

And yet, when approached to do commercials and an entire advertising campaign ahead of the 2022 Olympic Winter Games, Biney’s first response was “do I really deserve this?” But there she was in August near Salt Lake City, spending two days shooting scenes in and out of her U.S. uniform to prepare for Panasonic’s Olympic campaign and knowing the countdown for Beijing is on with the goal of getting to her second Games.

“The stress level is a little up there, that’s for sure,” Biney said during a break between filming her on-ice shots at the Olympic Oval that hosted the sport at the 2002 Olympic Games. “I’m focused on trying to get better, trying to get stronger.”

Biney’s Olympic backstory was the stuff that TV producers — and commercial partners — can only dream of. She came to the U.S. from Ghana as a 5-year-old with her father, settling in Northern Virginia where she started as a figure skater before switching to speedskating. With an infectious laugh, she stunned observers by winning the 500 meters at the 2018 U.S. Olympic Trials, qualifying in two events for the Games and eventually finishing 14th in the 500.

Fast forward four years later and she has a social media profile that befits that of a star, with 25,000 followers on Instagram and partnerships with both Proctor & Gamble and Panasonic, which leads to commercial shoots such as the one in August.

“I’ve done it once or twice, but I feel very honored to do things like commercials,” she said. “I just like talking with everyone on the crew. What they do is very interesting and they’re the ones that make me look good.”

Maame Biney laughs with friends while posing for a photo during filming of a commercial campaign that she is doing as part of her partnership with Panasonic ahead of the 2022 Olympic Winter Games. Photo courtesy Panasonic Corporation of North America

So good, in fact, that she admits the reaction from family and friends keeps her on her toes.

“It’s like I’m looking at my twin sister,” she said. “My dad is very mellow about it. Yesterday after my lifestyle shoot, I called him very excited and he was like ‘Oh, that’s good, that’s good.’ He’s very religious so he says keep praying about it and you’ll do good this year. Then my friends, they’re like ‘Oooooh, can I get your autograph because you’re so popular?!”

Panasonic’s Long View

Panasonic’s first Olympic involvement was at the 1984 Games in Los Angeles, where it supplied a sound system and video display for the main stadium. It joined the flagship The Olympic Partner worldwide sponsorship program in 1987. Since then it has grown exponentially along with the Games.

Panasonic North America’s Tokyo 2020 campaign included Michael Phelps, Katie Ledecky, Sakura Kokumai and Paralympian Lex Gillette. Each athlete had a particular topic they championed as part of the campaign: Phelps had awareness of mental health and water safety, Ledecky had STEM education and women in tech, Kokumai as a champion for the Japanese-American community, and Gillette as a motivational speaker. Along with Biney, Panasonic is working on a campaign for the 2022 Games with figure skater Nathan Chen and para-snowboarder Noah Elliott.

View this post on Instagram

A post shared by maame afua biney🦋 (@biney.biney)

“This is a quite unique campaign,” said Tak Kosugi, head of Olympic marketing in North America for Panasonic. “Giving back to the society, that’s a message that we can use constantly with this campaign both for Tokyo and Beijing.”

Kosugi said Panasonic’s program focus on selecting athletes who seek out causes was also consistent with a drive to raise brand awareness among millennials and Gen Z.

“We met with Maame and immediately we were a big fan of her smile and her story,” Kosugi said. “She’s a champion for speedskating in the United States and she has a passion for access to skating. This means a lot for us, that’s why we decided to partner with her.”

Biney, the first African American woman to represent Team USA in an Olympic short track competition, is aiming to use her platform to advocate for better access and opportunities in her sport and beyond: “I feel like being able to use my voice in a way that I feel comfortable in,” she said. “Being able to have a platform like this and have people listen to me, it gives me the opportunity to voice my opinions on certain issues.”

The Confidence to Speak Out

Speaking on social issues has become a bigger point of emphasis than ever for Olympians, regardless of Summer or Winter Games. Biney said that one of the biggest takeaways she had from watching the Tokyo Games was the openness with which Simone Biles talked about mental health and being able to step away from the gymnastics competition for her own health and safety.

Maame Biney burst onto the scene as an 18-year-old when she qualified in short-track speedskating for the 2018 Olympic Winter Games, earning a spot on the cover of that year’s SportsTravel Olympic preview issue.

“What she did was absolutely amazing and she should do whatever she needs to do to be in the right head space,” said Biney, admitting it resonated with her “a lot. … I love skating and that’s my happy place, but sometimes it didn’t feel like my happy place. But being able to be surrounded by people who cared about me and wanted me to seek help and let me know that it’s OK to go and see a therapist or see a sports psychologist, that helped me find my happy medium.

“I always used to be skating, skating, skating and just go to practice and nothing else,” Biney said. “But I realize now that I need to do something outside of skating, like rock climbing and hanging out with friends who are not my teammates and are from school. That’s helped me so much because I can have a life outside of skating and then go back to practice the next day that much more excited. It’s OK to have a bad day and voice that instead of keeping it all in. I think having a good support system, being able to have that is so ideal in a high stress sport like speedskating or gymnastics or track.”

With the goal, of course, of utilizing that support system to succeed in Beijing.

“I’m going to be putting in the work to be as ready as possible when I’m at the Games,” Biney said. “I for sure feel pressure, but it’s not bad in a way, I know that people want me to do well,” joking that “my dad is like ‘You can get dead last and I’ll still love you’ and I’m like ‘Please don’t put that out in the world!’ … I know that people aren’t sure if I’m expected to medal but if I do, it’ll be like ‘Ahhhhhhh!’ because I know I’ve put in the work and the dedication to be where I am right now.”

Share this:

  • Twitter
  • Facebook
  • Print
  • LinkedIn
  • Reddit
  • Email
Posted in: Olympic Sports, Winter SportsTagged : 2022 Olympic Winter Games,Beijing 2022,Katie Ledecky,Lex Gillette,Maame Biney,Michael Phelps,Nathan Chen,Noah Elliott,Panasonic,Sakura Kokumai,Tak Kosugi,US Short Track Speedskating

Post navigation

USA Boxing National Junior Olympics Heads to Wichita in 2022 and 2024, Lubbock in 2023
What to Watch for at the Beijing Winter Olympics

Follow us on Twitter

My Tweets

sportstravel

Football is back! #football #nfl @broncos @dallas Football is back!

#football #nfl @broncos @dallascowboys #broncos #cowboys #denvsdal #stadium #sports
@travieshu, the first openly gay @nhra driver, wil @travieshu, the first openly gay @nhra driver, will compete at the Menards NHRA Nationals, sponsored by @visittopeka. Hear his story on the SportsTravel Podcast, at sportstravelmagazine.com!

#podcast #sportspodcast #nhra #dragracing #lgbtq #lgbt
Totaling more than 250,000 square feet of column-f Totaling more than 250,000 square feet of column-free contiguous space, Exposition Center 1 and 2 at @worldequestriancenter make for the perfect flexible space for sporting events. With climate-control and on-site concessions, groups can beat the Florida heat and enjoy spectating. Both expo centers are equipped with Jumbotron screens, high-speed Wi-Fi and on-site parking, and can be transformed into a variety of configurations suitable for everything from volleyball to cheerleading.
The latest SportsTravel Podcast is a great convers The latest SportsTravel Podcast is a great conversation with legendary surfer @xococoho. We talk about this week’s U.S. Open of Surfing, the challenges she’s faced in her career and surfing’s place on the Olympic program. 

To listen, visit SportsTravelMagazine.com or subscribe on all major podcast platforms.

#surfing #podcast #podcasts #sportspodcasts #sportspodcast #sportstravel #sportstourism #worldsurfleague @wsl
The @dewtour returned to Des Moines this weekend a The @dewtour returned to Des Moines this weekend and the downtown Lauridsen Skatepark — the largest skatepark in the country. When it opened last year, it immediately hosted the tour, which served as an Olympic qualifier. This year’s event was free to the public, which came out in big numbers to see top stars compete in street and park competition in the massive venue. And incredible exposure for host @catchdesmoines along the way.

#skatepark #skateboard #dewtour @dsmskatepark #actionsports #sportsevents #sportsvenues
The @dewtour adaptive park competition was a crowd The @dewtour adaptive park competition was a crowd-pleaser with some of the best tricks and fan support of the entire weekend at @dsmskatepark in Des Moines.

#adaptivesports #adaptiveskateboarding #skatebording #dewtour @felipenunesskate @vinisardi
You saw him first at TEAMS ‘21 in Atlantic City You saw him first at TEAMS ‘21 in Atlantic City but last night, @heimana_reynolds lit up the course at the @dewtour in Des Moines! Who will be on the @teamsconference ‘22 program in Oklahoma City? Stay tuned, details coming soon!

#teams21 #skateboarding #skateboard #dewtour @playacsports @meet_ac @visitokc @northstarmeets @ntgtravel
Time sheets: If you’re an event organizer, you k Time sheets: If you’re an event organizer, you know.

Swimming at the State Games of America was held at the @wellmarkymca in downtown Des Moines and was one of the most popular of sports offered, as was evident on the wall.

#swimming #timesheets #eventorganizer #sportsevents #youthsports @catchdesmoines @iowagames
Long jump is for all ages. In fact, track and fiel Long jump is for all ages. In fact, track and field is the most participated sport at the State Games of America, with all ages represented. The oldest athlete at the games is an 88-year-old man from Iowa competing in track. The youngest is a 4-year-old, also competing in track.

#longjump #track #trackandfield #stategames #seniors #jumping @iowagames @iowastateu @discover_ames
Welcome to light saber, part fencing, part cosplay Welcome to light saber, part fencing, part cosplay, part martial arts, all fun. And featured at the State Games of America.

#lightsaber #saber @iowagames #stategames #starwars #whoooomp @discover_ames @iowastateu
Athletes from 46 states plus the U.S. Virgin Islan Athletes from 46 states plus the U.S. Virgin Islands and Canada are competing this weekend at the State Games of America in Ames and Des Moines, Iowa. One highlight is getting to mark your hometown on the map.

#stategames @discover_ames @catchdesmoines @iowagames #map #sports #youthsports #amateursports #geography
Iowa is wrestling country and at the State Games o Iowa is wrestling country and at the State Games of America in Ames, wrestling is one of the most popular and passionate sports across all age groups, even those too young to get on the mat.

#wrestling #stategames @discover_ames @iowagames @iowastateu #competition
More than 16,000 athletes, officials and spectator More than 16,000 athletes, officials and spectators from 46 states are in Ames and Des Moines, Iowa, this weekend for the State Games of America, organized by the National Congress of State Games across 30 venues. SportsTravel is on hand and will share some of the action, which covers dozens of sports, including competitive yoga, light saber and more.

#stategames @catchdesmoines @discover_ames @iowastateu @iowagames #iowa #lightsaber #wrestling #yoga #track #archery #cauldron #soccer #youthsoccer
For the first time, the SportsTravel Road Trip tra For the first time, the SportsTravel Road Trip traveled to Louisville, Kentucky, in partnership with @gotolouisville and @sportsinlou. The program featured an opening night at @angelsenvy distillery, education at the @kfcyumcenter with sessions on future Olympic sports and the growth of @uslchampionship, and a game at the incredible @lynnfamilystadium between @louisvillecityfc and @phxrisingfc. It was the first time the event was held outside of its original home in Colorado Springs.

#sportstourism #louisville #sportstravel #sportsbusiness
Dodger Stadium is one of the best venues to watch Dodger Stadium is one of the best venues to watch a sporting event and the iconic stadium didn’t disappoint last night during the Major League Baseball All-Star Game.
Gearing up for the 92nd MLB All-Star Game. There’s a large Yankees presence here, both past and present.
Last night was all about Washington Nationals supe Last night was all about Washington Nationals superstar Juan Soto, who won his first MLB Home Run Derby.
MLB All-Star Weekend MLB All-Star Weekend
TEAMS Europe is a wrap! The launch of our TEAMS Co TEAMS Europe is a wrap! The launch of our TEAMS Conference in the UK at the ExCeL in London was an astounding success. And we were delighted to have Lord Sebastian Coe as our keynote on the 10-year anniversary of the 2012 London Olympic and Paralympic Games. Special thanks to all our speakers and the HMS Belfast for a memorable opening night. Can’t wait for the next one and for our U.S. event, October 24-27, 2022, in Oklahoma City!
The latest SportsTravel Podcast is a deep dive on The latest SportsTravel Podcast is a deep dive on the new @sports_eta State of the Industry report, detailing how fast the industry recovered in 2021. Hear from Al Kidd and Jennifer Stoll on what that recovery looked like and take away lessons from the data that you can use to advocate for the importance of the industry.

To listen, visit SportsTravelMagazine.com or subscribe on all major podcast platforms.

And special thanks to @myrtlebeachconventioncenter for sponsoring this episode!

#podcast #sportspodcast #research #sports #sportsbiz #sportsbusiness #economicimpact
Load More... Follow on Instagram

Recent Posts

  • USA Gymnastics: Abortion Laws to Play Role in Future Site Selection
  • NBA 2022–2023 Schedule Includes Games in Japan, Mexico City and Paris
  • ASM Global, Honeycomb Strategies Partner on Sustainable Venues Future
  • National Cycling League Announces 2023 Start Date
  • Oklahoma City Seeking Bids for New Fairgrounds Arena
Sports Travel Magazine

About Us

Since 1997, SportsTravel magazine has served the sports‐related travel and event industry. It is the only publication written and designed to serve the people who organize, manage and host sporting events of all types at all levels.

  • Subscribe to E-Newsletter
  • Contact Us
  • Advertise With Us
  • Editorial Calendar
  • SportsTravel Foundation
  • Supplied Content
  • Privacy
  • Terms

NORTHSTAR TRAVEL MEDIA SITES

  • Northstar Meetings Group
  • Meetings & Conventions
  • Meetings & Conventions Asia
  • Meetings & Conventions China
  • Successful Meetings
  • Incentive
  • Meeting News
  • Retail Travel
  • Travel Technology
  • Corporate Travel
  • Hotel Investment
  • Data Products
  • See All Northstar Brands

INDUSTRY PARTNERS

Sports ETA

Destinations International
Northstar Travel Media LLC Copyright © 2022 by Northstar Travel Media LLC. All Rights Reserved. 301 Route 17 N, Suite 1150, Rutherford, NJ 07070 USA | Telephone: (201) 902-2000
scroll to top