USSA Programs
 

Partnership Vital for Success

 

 

USSA President and CEO Bill Marolt

July, 2010

Partnership is a vital component of success in business and athletics. That spirit was evident in July as a record turnout of nearly a hundred U.S. Ski Team and U.S. Snowboarding sponsors, licensees, resorts, suppliers and media gathered at the Center of Excellence in Park City to celebrate Vancouver and to hear the USSA's plan to grow its business by leveraging that athletic success. The Summit was showcased in today's Wall Street Journal.

Growing and diversifying our core business were among the key points made by the USSA's strategic planning committee. At the annual USSA Partner Summit, our new EVP/Chief Revenue and Marketing Officer Andrew Judelson showcased his initial direction to innovate and diversify our business through creation of new pillar platforms and events, development of digital assets and expanding our reach in licensing, consumer marketing and a retail strategy. The growth of our business is of paramount interest to our partners as it also provides more value to them and a greater return on their investment.

The new vision was well received, as Visa's head of Olympic management Matt Kauffman told Sports Business Journal: "There’s a long track record of success at USSA and we’re excited there’s an opportunity where we can look ahead long term."

The partners who spent two days at the Center of Excellence represent an important source of funding for our athletic programs. But that investment also needs to provide value back to them. The vision we presented is designed to do just that, providing them with a greater platform to promote their relationship with our great athletes.

The goal is ultimately to reach the 16 million skiers and snowboarders in America with our message – and that of our partners! Building more meaningful strategic alliances and coming together as an industry to reach, impact and monetize that domestic market was a critical topic of discussion. We can't do that alone but we can do it by working together in partnership!

We have an exciting, new story to tell in this area. And we took the opportunity to invite some key business media to our Partner Summit for the first time. Stories in the Wall Street Journal, Sports Business Journal, Ski Area Management and Ski Racing chronicled the new vision.

This fall at board meetings, we'll discuss the progress of the short-term plan and long-term vision that Andrew and his team put forward to our partners. It's an exciting opportunity for our organization and will allow us to grow together with our partners towards a best in the world vision.