U.S. Ski & Snowboard’s HERoic Initiative Expands With New Partners,

U.S. Ski & Snowboard officially announces the expansion of its women’s initiative, HERoic, to include seven National Governing Bodies (NGBs), becoming the Team USA HERoic for the 2025-26 season. Lilly becomes the presenting partner of the platform, supporting seven winter NGBs. This partnership provides financial support for the U.S. Ski & Snowboard organization and increases visibility for the U.S. Ski & Snowboard HERoic initiative through the 2025-26 season.

U.S. Ski & Snowboard’s HERoic Initiative was launched in 2022, with a focus on celebrating and empowering women in skiing and snowboarding. Since the inception of HERoic, U.S. Ski & Snowboard has increased the number of women coaches under the organization's 10 teams, hosted numerous women-centered panels at various World Cup events, established the Stifel HERoic Cup, a $50,000 prize awarded to the best woman alpine World Cup racer during the 2024-25 season at U.S. World Cup races, and more. With the collaboration between Team USA and Lilly, HERoic will now be an official campaign to celebrate women athletes when they qualify for the Olympic and Paralympic Winter Games Milano Cortina 2026.

“We are excited about partnering with Team USA and Lilly to expand HERoic to include more of the winter NGBs going into the Games,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “HERoic has been an important initiative for us, one that we are continuing to invest in, and this is a further step in broadening its impact. We are looking forward to showcasing the amazing women across Olympic & Paralympic winter sports this upcoming season. We are grateful for Team USA and Lilly’s support.”

“Lilly is proud to support the Team USA HERoic platform that celebrates and uplifts women in sport and provides them the visibility they deserve,” said Jennifer Oleksiw, Global Chief Customer Officer and Group Vice President, Lilly. “HERoic has already made a meaningful impact, and together we can help accelerate that momentum for women skiers and snowboarders as they prepare for Milano Cortina 2026.”

Lilly will receive prominent broadcast integrations, venue signage and social media activations with U.S. Ski & Snowboard and Team USA.