U.S. Ski & Snowboard, Stifel Extend Groundbreaking Title Partnership Through 2034
Stifel Financial Corp (NYSE: SF) has extended its title partnership with U.S. Ski & Snowboard through April 2034 in a landmark 8-year renewal agreement. The partnership, which begins May 2026, will span three Olympic and Paralympic Winter Games, including the Salt Lake City-Utah 2034 Games. As title partner, Stifel will support multiple ski teams and remain the exclusive financial services partner of U.S. Ski & Snowboard.
Since the partnership's inception in 2022, significant achievements include expanding World Cup events in North America from 4 to 11 in 2024-25, doubling streaming audience, and reaching 30 billion media impressions. Stifel's 2024 performance showed record net revenues of $4.97 billion, with non-GAAP net earnings of $756 million ($6.81 per share), a 46% increase year-over-year. The company's share price rose 56.4% over the year.
Stifel Financial Corp (NYSE: SF) ha rinnovato la sua partnership come sponsor principale con U.S. Ski & Snowboard fino ad aprile 2034, in un accordo storico di 8 anni. La collaborazione, che inizierà a maggio 2026, coprirà tre edizioni dei Giochi Olimpici e Paralimpici Invernali, inclusi i Giochi di Salt Lake City-Utah 2034. In qualità di sponsor principale, Stifel supporterà diverse squadre di sci e resterà l'unico partner nei servizi finanziari di U.S. Ski & Snowboard.
Dall'inizio della partnership nel 2022, sono stati raggiunti importanti traguardi, come l'espansione degli eventi di Coppa del Mondo in Nord America da 4 a 11 nel 2024-25, il raddoppio del pubblico in streaming e il raggiungimento di 30 miliardi di impressioni mediatiche. Le performance di Stifel nel 2024 hanno registrato ricavi netti record di 4,97 miliardi di dollari, con utili netti non-GAAP di 756 milioni di dollari (6,81 dollari per azione), segnando un incremento del 46% rispetto all'anno precedente. Il prezzo delle azioni della società è aumentato del 56,4% nell'anno.
Stifel Financial Corp (NYSE: SF) ha ampliado su asociación como patrocinador principal con U.S. Ski & Snowboard hasta abril de 2034, en un acuerdo histórico de renovación por 8 años. La colaboración, que comenzará en mayo de 2026, abarcará tres Juegos Olímpicos y Paralímpicos de Invierno, incluidos los Juegos de Salt Lake City-Utah 2034. Como patrocinador principal, Stifel apoyará a varios equipos de esquí y seguirá siendo el socio exclusivo en servicios financieros de U.S. Ski & Snowboard.
Desde el inicio de la asociación en 2022, se han logrado importantes avances, como la expansión de eventos de la Copa del Mundo en Norteamérica de 4 a 11 en 2024-25, el doble de audiencia en streaming y alcanzar 30 mil millones de impresiones mediáticas. El desempeño de Stifel en 2024 mostró ingresos netos récord de 4.97 mil millones de dólares, con ganancias netas no-GAAP de 756 millones de dólares (6.81 dólares por acción), un aumento del 46% interanual. El precio de las acciones de la empresa subió un 56.4% durante el año.
Stifel Financial Corp (NYSE: SF)는 미국 스키 & 스노보드와의 타이틀 파트너십을 2034년 4월까지 8년 연장하는 역사적인 계약을 체결했습니다. 이 파트너십은 2026년 5월부터 시작되어 3회의 동계 올림픽 및 패럴림픽 대회를 포함하며, 2034년 솔트레이크시티-유타 대회까지 이어집니다. 타이틀 파트너로서 Stifel은 여러 스키 팀을 지원하며 미국 스키 & 스노보드의 독점 금융 서비스 파트너로 남게 됩니다.
2022년 파트너십 시작 이후, 북미 월드컵 이벤트를 2024-25 시즌에 4개에서 11개로 확대하고 스트리밍 시청자를 두 배로 늘렸으며, 300억 미디어 노출을 기록하는 등 큰 성과를 거두었습니다. Stifel의 2024년 실적은 49억 7천만 달러의 사상 최대 순매출과 비GAAP 순이익 7억 5,600만 달러(주당 6.81달러)를 기록하며 전년 대비 46% 증가했습니다. 회사 주가는 연간 56.4% 상승했습니다.
Stifel Financial Corp (NYSE : SF) a prolongé son partenariat en tant que sponsor principal avec U.S. Ski & Snowboard jusqu'en avril 2034, dans le cadre d'un accord historique de renouvellement de 8 ans. Ce partenariat, qui débutera en mai 2026, couvrira trois éditions des Jeux Olympiques et Paralympiques d'hiver, y compris les Jeux de Salt Lake City-Utah 2034. En tant que sponsor principal, Stifel soutiendra plusieurs équipes de ski et restera le partenaire exclusif en services financiers de U.S. Ski & Snowboard.
Depuis le début du partenariat en 2022, des réalisations majeures ont été accomplies, notamment l'expansion des épreuves de la Coupe du Monde en Amérique du Nord, passant de 4 à 11 en 2024-25, le doublement de l'audience en streaming, et l'atteinte de 30 milliards d'impressions médiatiques. Les performances de Stifel en 2024 ont affiché un chiffre d'affaires net record de 4,97 milliards de dollars, avec un bénéfice net non-GAAP de 756 millions de dollars (6,81 dollars par action), soit une augmentation de 46 % en glissement annuel. Le cours de l'action de la société a augmenté de 56,4 % sur l'année.
Stifel Financial Corp (NYSE: SF) hat seine Titelsponsoring-Partnerschaft mit U.S. Ski & Snowboard bis April 2034 in einem wegweisenden 8-Jahres-Vertrag verlängert. Die Partnerschaft beginnt im Mai 2026 und erstreckt sich über drei Olympische und Paralympische Winterspiele, einschließlich der Salt Lake City-Utah Spiele 2034. Als Titelsponsor wird Stifel mehrere Skiteams unterstützen und exklusiver Finanzdienstleistungspartner von U.S. Ski & Snowboard bleiben.
Seit Beginn der Partnerschaft im Jahr 2022 wurden bedeutende Erfolge erzielt, darunter die Ausweitung der Weltcup-Veranstaltungen in Nordamerika von 4 auf 11 in den Jahren 2024-25, eine Verdoppelung der Streaming-Zuschauerzahlen und das Erreichen von 30 Milliarden Medienimpressionen. Stifels Leistung im Jahr 2024 verzeichnete Rekord-Nettoeinnahmen von 4,97 Milliarden US-Dollar und Non-GAAP-Nettoerträge von 756 Millionen US-Dollar (6,81 US-Dollar pro Aktie), ein Anstieg von 46 % im Jahresvergleich. Der Aktienkurs des Unternehmens stieg im Jahresverlauf um 56,4 %.
- Record net revenues of $4.97 billion in 2024
- 46% increase in non-GAAP net earnings to $756 million
- 56.4% increase in share price over the year
- 23% return on average tangible equity
- Strategic expansion of brand visibility through long-term sports partnership
- None.
Insights
Stifel's 8-year renewed partnership with U.S. Ski & Snowboard demonstrates strategic brand investment positioning the firm through major sporting events including home Olympics.
This landmark 8-year partnership renewal between Stifel and U.S. Ski & Snowboard represents a significant long-term marketing investment that strategically positions the financial services firm through the 2034 Olympics in Salt Lake City. The timing is particularly shrewd, as it secures Stifel's branding through three Olympic cycles, culminating with a high-visibility home Olympics that typically generates outsized domestic attention and brand exposure.
The partnership has already demonstrated measurable marketing impact during its initial phase (2022-present), with U.S. Ski & Snowboard reporting their streaming and broadcast audience has doubled, earned media surpassing 30 billion impressions, and social media impressions increasing by 70%. These metrics indicate substantial brand exposure for Stifel, effectively reaching affluent demographics that align with potential high-net-worth clients.
For context, this partnership coincides with Stifel's strong financial performance, achieving record net revenues of
While specific financial terms aren't disclosed, the agreement includes funding for athlete performance bonuses and development programs that feed the talent pipeline. Strategically, this positions Stifel to benefit from association with athletic excellence and patriotic sentiment during Olympic years, while establishing year-round brand presence through World Cup events, which have expanded from four to eleven North American competitions during their sponsorship period.
The investment in specialized programming like the Stifel HERoic Cup (women's sports) and development-level competitions indicates a sophisticated approach to sports marketing that goes beyond simple logo placement, creating multiple touchpoints with diverse audience segments across traditional and digital media channels.
The Landmark Renewal with Financial Services Partner is Largest Partnership in U.S. Ski & Snowboard History
PARK CITY, Utah and ST. LOUIS, May 13, 2025 (GLOBE NEWSWIRE) -- U.S. Ski & Snowboard and Stifel Financial Corp. (NYSE: SF) are proud to announce a landmark renewal of their partnership from May 2026 through April 2034. This unprecedented 8-year agreement marks the most expansive partnership in U.S. Ski & Snowboard’s history and reflects a bold, shared vision through the next three Olympic and Paralympic Winter Games.
Under the renewed agreement, Stifel will be the title partner of the Stifel U.S. Ski Team, supporting the alpine, cross country, freeski, moguls, aerials, ski jumping, nordic combined and Para alpine teams, as well as the exclusive financial services partner of U.S. Ski & Snowboard.
“As we look ahead to three Olympic and Paralympic Games, including a home Salt Lake City-Utah 2034 Games, this extended partnership with Stifel represents a generational investment in our teams and our athletes,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “Stifel’s support has also enabled us to implement innovative new initiatives that are having a direct impact on the organization. From World Cup podiums to grassroots development, Stifel’s belief in the power of sport and our athletes has been a game-changer.”
Since launching the partnership in 2022, Stifel’s support of U.S. Ski & Snowboard has driven record-breaking performances, increased the visibility of U.S. athletes and fueled the growth of competitive skiing in the U.S. Over the initial three years of partnership, the Stifel U.S. Ski Team has achieved historic success both athletically and as an organization.
Organizationally, U.S. Ski & Snowboard has expanded its World Cup footprint in North America with the support of Stifel, bringing the total amount of World Cups from four to a record 11 in 2024-25. In the same season, the organization’s streaming and broadcast audience has doubled, earned media surpassed 30 billion impressions and social media impressions increased
2024 was also a record-breaking year for Stifel, highlighting the strength and balance of a diversified business model, achieving net revenues of
“The news of Stifel’s renewal as title sponsor of the Stifel U.S. Ski Team is so incredible,” said two-time Olympic champion Mikaela Shiffrin. “Ron (Kruszewski, Chairman and CEO of Stifel) and Stifel have shown amazing support for snow sports and are truly invested in the stories of our athletes and the growth of our sports, which has translated into more success on the mountain.”
“Stifel has opened up so many opportunities for us as athletes and humans looking to reach our full potential, and I am so grateful for their support and proud to be part of their team,” said Olympic champion cross country skier Jessie Diggins. “Their commitment to helping us reach the top level is incredible and makes all the difference!”
“The Stifel U.S. Ski Team partnership continuation is monumental for both parties,” said two-time Olympic medalist freeskier Alex Ferreira. “It is where success meets success. I am humbled and grateful to benefit from all sides.”
Stifel also launched innovative programs around the increased domestic World Cup events, including the Stifel HERoic Cup, designed around U.S. Ski & Snowboard’s HERoic initiative celebrating women’s sport. Stifel also invested in the Stifel Bibbo Award for the athlete who moves up the most in ranks in alpine World Cup races, and continues to support the Stifel Success Tour, development-level NorAm races in the U.S. that feed the Stifel U.S. Ski Team pipeline. Additionally, Stifel supported the Stifel Snow Show, a weekly series on CNBC, Peacock and YouTube that highlighted the achievements and stories of U.S. Ski & Snowboard athletes each week throughout the season.
The Stifel brand will remain prominently displayed on team uniforms and event signage at US events, along with a continuation of the Stifel U.S. Ski Team branding across digital and broadcast platforms. Stifel will also support a new performance bonus program for athletes and coaches based on key results during the season.
“This partnership is about helping athletes reach their full potential,” said Ron Kruszewski, Chairman and CEO of Stifel. “As the firm Where Success Meets Success, we believe in backing those who strive for excellence—and that’s exactly what these athletes do, every day. We’re proud to support them not only as champions on the podium, but as role models, teammates and leaders who inspire us all.”
QUOTES
Mikaela Shiffrin, Stifel U.S. Alpine Ski Team
The news of Stifel’s renewal as title sponsor of the Stifel U.S. Ski Team is so incredible. Ron and Stifel have shown amazing support for snow sports and truly are invested in the stories of our athletes and the growth of our sports which has translated into more success on the mountain.
Jessie Diggins, Stifel U.S. Cross Country Ski Team
Stifel has opened up so many opportunities for us as athletes and humans looking to reach our full potential, and I am so grateful for their support and proud to be part of their team. Their commitment to helping us reach the top level is incredible and makes all the difference!
Alex Ferreira, Stifel U.S. Freeski Team
The Stifel U.S. Ski Team partnership continuation is monumental for both parties. It is where success meets success. I am humbled and grateful to benefit from all sides.
Nick Page, Stifel U.S. Freestyle Ski Team
Thank you Stifel for all of your support - it means the world to have you in our corner and on our team. I’m looking forward to the future and our continued success in 2026.
Niklas Malacinski, Stifel U.S. Nordic Combined Team
Having Stifel step up as the title sponsor of the Stifel U.S. Nordic Combined Team means the world to us. It’s not just an investment in our sport but it’s a belief in our potential. Their support gives us the opportunity to focus on training and competition so we can be at our best. We’re proud to wear their name and represent the U.S. with everything we’ve got.
Andrew Kurka, Stifel U.S. Para Alpine Ski Team
Stifel has been huge supporter of the Para alpine team. Helping fund our development, pipeline and giving us the support we need to pursue our careers as athletes. Most Para sports aren’t seen as equal opportunity athletic endeavors. But the fact that Stifel stands behind us, helping to fund our team. Shows they see the big picture and treat athletes on the US Ski team as more than just philanthropic endeavors.
Tate Frantz, Stifel U.S. Ski Jumping Team
Having Stifel come on as a title sponsor is a huge boost for our team. Their support means we can keep pushing the limits and representing our country at the highest level. It’s exciting to have a partner that believes in our journey and wants to be part of the ride.
ABOUT STIFEL
Stifel Financial Corp. (NYSE: SF) is a financial services holding company headquartered in St. Louis, Missouri, that conducts its banking, securities, and financial services business through several wholly owned subsidiaries. Stifel’s broker-dealer clients are served in the United States through Stifel, Nicolaus & Company, Incorporated, including its Eaton Partners business division; Keefe, Bruyette & Woods, Inc.; Miller Buckfire & Co., LLC; and Stifel Independent Advisors, LLC; and in the United Kingdom and Europe through Stifel Nicolaus Europe Limited. The Company’s broker-dealer affiliates provide securities brokerage, investment banking, trading, investment advisory, and related financial services to individual investors, professional money managers, businesses, and municipalities. Stifel Bank and Stifel Bank & Trust offer a full range of consumer and commercial lending solutions. Stifel Trust Company, N.A. and Stifel Trust Company Delaware, N.A. offer trust and related services. To learn more about Stifel, please visit the Company’s website at www.stifel.com.
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: alpine, cross country, freestyle moguls, freestyle aerials, snowboard, freeski, nordic combined, ski jumping, Para alpine and Para snowboard. 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
FOR MORE INFORMATION
Courtney Harkins
U.S. Ski & Snowboard, Director of Marketing & Communications
courtney.harkins@usskiandsnowboard.org
Rhett Geraghty
Stifel, Director, Advisor Recruiting & Brand Marketing
geraghtyr@stifel.com
FAQ
What is the duration and significance of Stifel's renewed partnership with U.S. Ski & Snowboard?
How did Stifel (SF) perform financially in 2024?
What impact has the Stifel partnership had on U.S. Ski & Snowboard since 2022?
What programs has Stifel implemented through this partnership?
