U.S. Snowboard Team Names Toyota as New Title Partner

On September 9, the U.S. Snowboard Team announced an expanded partnership with Toyota, designating the car brand as the team’s official title partner through 2028. Under the new deal, the team will officially be recognized as the Toyota U.S. Snowboard Team, supporting its athletes across halfpipe, slopestyle, big air, snowboard cross, and Para snowboarding.

“We’re thrilled to expand our relationship with Toyota and bring them on as Title Partner of our snowboard teams,” President and CEO of U.S. Ski & Snowboard Sophie Goldschmidt said in the organization’s press release. “Toyota’s long-term support, dating back nearly a decade, reflects their deep commitment to our organization and our athletes. Their investment spans every level of U.S. Ski & Snowboard, from title sponsorship to Official Mobility Partner to support across our events pipeline, and that level of commitment allows us to create more opportunities for our athletes and organization. We look forward to continuing our work with them in the years to come.”

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The expanded agreement marks the latest chapter of collaboration between the two organizations. Before becoming the title partner, Toyota served as the Official Automotive and Mobility Partner for U.S. Ski and Snowboard from 2016 to 2019. In 2021, Toyota expanded the partnership by signing on as the Title Sponsor of the Toyota U.S. Grand Prix series, the Toyota U.S. Alpine Championships, Toyota U.S. Freestyle Championships, and the Presenting Partner of the Visa Big Air presented by Toyota. Toyota also became the title partner of the U.S. Para Snowboard Team after U.S. Ski and Snowboard brought para sports into the organization in 2024. Now, the brand will continue to sponsor the previously agreed-upon events, as well as all U.S. Snowboard teams.

“Toyota is proud to grow our partnership with U.S. Ski & Snowboard,” Toyota’s Marketing Communications Vice President Dedra DeLilli said. “For the last decade we have been supporting athletes as they pursue excellence on and off the snow. We look forward to continuing that support with our new role as Official Title Partner of the Toyota U.S. Snowboard Team.”

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As title partner, Toyota will continue to help U.S. Snowboard’s world-class athletes with financial, logistical, and vehicle support as they train for elite competitions like the Olympics, World Cups, and X Games. The Toyota U.S. Snowboard Team’s roster includes multiple Olympic champions like slopestyle rider Red Gerard, halfpipe rider Chloe Kim, boardercross athletes Nick Baumgartner, and para snowboarder Noah Elliot.

“The support we’ve received from Toyota with the U.S. Para Snowboard Team has been truly amazing,” Toyota U.S. Para Snowboard Team athlete and two-time world champion Zach Miller said. “From helping bring back domestic World Cups to supporting travel costs for each athlete, Toyota helps keep our team moving forward. Now, we’re taking the next step by bringing all the snowboard disciplines together under one team, and as a Para athlete, it’s a historic moment to finally wear the same badge as our able-bodied counterparts!”

Having a title partner for its elite snowboard team is not unusual for U.S. Ski and Snowboard. The organization has frequently offered naming rights to major corporate sponsors for different disciplines across the sport. For example, major American financial services company Stifel serves as the title partner for the U.S. Alpine Ski team, with the agreement extending until 2034.

Before Toyota, the title partner role for the U.S. Snowboard Team was filled by water bottle company Hydro Flask. The company had been the title partner since 2023, with its contract coming to an end after the 2026 Milano-Cortina Winter Olympics.

As the 2026-27 season approaches for the Toyota U.S. Snowboard Team, its athletes are putting their final preparations ahead of the competition. And with Toyota as the new name partner, getting to those competitions should not be an issue.