Industry News
U.S. Ski & Snowboard, Stifel and NBC Sports have teamed up to launch a groundbreaking new television series, Stifel Snow Show, that follows the arc of the winter sports season, bringing fans closer to the high adrenaline world of competitive skiing and snowboarding. Stifel Snow Show will cover all sports that compete on the FIS World Cup circuit, including ski racing, snowboarding, freeskiing, and more.
The show boasts a stellar lineup of well-known NBC Olympic talent and expert analysts, such as Ahmed Fareed and Cara Banks, who will dissect the previous week’s action and results from ski resorts around the world. Alongside the hosts will be well-known athletes and experts from the sports, including Olympic medalists, World Cup winners, X Games champions and more.
The Stifel Snow Show premieres on Saturday, Dec. 2, at 1:30 p.m. ET on CNBC. Episodes will be released on a weekly basis on Saturdays through March 23, with each new installment available on demand across multiple platforms, including Peacock, NBC Sports’ and U.S. Ski & Snowboard’s YouTube channels, skiandsnowboard.live and Outside+, ensuring widespread accessibility.
“With the resounding success of Mikaela Shiffrin and her record-breaking campaign last season, we are thrilled to present the Stifel Snow Show and continue to highlight winter sports on our platforms,” said Molly Solomon, Executive Producer & President of NBC Olympics Production. “The weekly nature of this show will cater to diehard skiing and snowboarding fans as well as open the door to a new U.S. audience that we hope to grow leading up to Milan-Cortina 2026.”
“We are delighted to have the opportunity to showcase our sports to a broader audience through the Stifel Snow Show,” said Guy Slattery, Chief Marketing Officer at U.S. Ski & Snowboard. “One of our main goals is to continually grow the visibility of our sports, and through this show, we will have the opportunity to appeal to new audiences and tell the stories of our athletes at an entirely new level.”
“Supporting a show dedicated to competitive skiing and snowboarding is not just about celebrating the thrill of the slopes, it’s about championing the unwavering commitment to success that resonates with our core values at Stifel,” said Ron Kruszewski, Chairman and CEO of Stifel Financial Corp. “Together, we aim to showcase these incredible athletes on CNBC.”
