Olympics
U.S. Ski & Snowboard and YouTube have launched a new partnership aimed at pulling fans directly into the daily grind of Olympic and Paralympic preparation ahead of the 2026 Winter Games in Milano Cortina 2026. The agreement marks the first time YouTube has partnered with a U.S. winter National Governing Body.
As part of the collaboration, YouTube will deploy well-known creators, including Kylie Kelce, Anwar Jibawi, Allison Kuch, and Issac Rochell, to produce behind-the-scenes content featuring athletes from the Stifel U.S. Ski Team and Hydro Flask U.S. Snowboard Team, according to a news release sent to SnowBrains by a spokesperson for U.S. Ski & Snowboard. The creators will document training, competition routines, and life on the World Cup circuit in the lead-up to the Games. They will be amongst the athletes at select events throughout the 2025–26 season, including the Toyota U.S. Grand Prix at Aspen from January seven through nine, a key Olympic qualifying stop for snowboarding and freeskiing. All content will be published across creators’ personal YouTube channels, offering fans an unfiltered look at competition prep, travel, and life between runs.
“This is a new innovative partnership for our organization,” Sophie Goldschmidt said, president and CEO of U.S. Ski & Snowboard. “Snowboarding and freeskiing attract some of the youngest and most globally engaged audiences in sports, and collaborating with YouTube allows us to meet them where they already are.”
YouTube will also provide digital education resources to U.S. Ski & Snowboard athletes, including workshops focused on best practices for storytelling, channel growth, and audience engagement. The goal is to help athletes build personal platforms alongside their competitive careers. “This collaboration with U.S. Ski & Snowboard is a perfect example of how the sports world is shifting to meet the next generation of fans exactly where they are—on YouTube,” Kate Johnson said, Google’s global marketing director for sports, entertainment, and content partnerships.
The partnership arrives as U.S. Ski & Snowboard ramps up visibility efforts ahead of the next Olympic cycle, with an emphasis on expanding digital reach and athlete-driven storytelling. Additional creators involved in the project are expected to be announced closer to upcoming events.
