PARK CITY, Utah (Jan. 11, 2013) — The U.S. Ski and Snowboard Association (USSA) has named Tire Rack Inc. its official tire retail partner.
"The choice to partner with USSA was an easy one," said Matt Edmonds, vice president, Tire Rack. "Just as the appropriate winter boots and equipment maximize performance for USSA athletes and fans, so do winter 'shoes' for your vehicle."
The USSA is the national governing body for Olympic skiing and snowboarding. Financial terms were not disclosed.
"We make it our priority to help keep drivers safe on the road (or headed to the slopes) by researching, testing and educating the motoring public about the tires we sell and the choices that are right for them in, in any condition, especially winter," Mr. Edmonds said.
The South Bend, Ind.-based online and mail-order marketer said it will partner with the USSA's U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing brands as an associate sponsor, with activation around five major USSA events nationwide this winter:
- Jan. 17-19 — USANA Freestyle Cup (freestyle), Lake Placid, N.Y.
- Feb. 1-2 — Sprint U.S. Grand Prix (freeskiing and snowboarding), Park City Mountain Resort, Utah
- Feb. 27-March 2 — Sprint U.S. Grand Prix (freeskiing and snowboarding), Canyons Resort, Utah
- March 20-24 — Nature Valley U.S. Alpine Championships (alpine skiing), Squaw Valley, Calif.
- March 28-31 — Sprint U.S. Freestyle Championships (freestyle skiing), Heavenly Mountain Resort, Calif.
"Our USSA ski and snowboarding events reach a passionate audience of winter sports enthusiasts," said Michael Jaquet, chief marketing officer for USSA.
"Tire Rack has an opportunity to reach those fans through both on-site exposure at our major events plus through our national TV broadcasts on NBC and the NBC Sports Network.
"The connectivity with our events provides an opportunity to convey a performance message, which is in great alignment with the goals of our Olympic athletes."