U.S. Ski & Snowboard, Stifel Extend Title Partnership Through 2034

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 70%.

2024 was also a record-breaking year for Stifel, highlighting the strength and balance of a diversified business model, achieving net revenues of $4.97 billion, the highest in the firm’s history, and delivering a 23% return on average tangible equity, with non-GAAP net earnings of $756 million, or $6.81 per share – a 46% increase from the prior year. And finally, over the year, Stifel’s share price increased 56.4%.

“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.”