US Ski & Snowboard has announced that it is open to private equity investment, signalling a potential shift in how elite winter sports in the United States are funded. The governing body, responsible for overseeing Olympic and international winter sports programs, is exploring alternative funding models to address the increasing financial demands of athlete training, infrastructure development, and global competition. CEO Sophie Goldschmidt has stated that private capital could help modernize the organization’s financial framework, allowing it to keep pace with the rising costs of elite-level performance and innovation.
The US winter sports organization has traditionally relied on government grants, sponsorship revenue, and membership fees to sustain its programs. However, as competition intensifies and athlete development becomes more data-driven and technology-focused, additional funding is becoming essential to remain globally competitive. Goldschmidt noted that while private investment could provide a much-needed financial boost, any agreements would need to be carefully structured to align with the organization’s mission and long-term objectives. She has also encouraged the International Ski and Snowboard Federation (FIS) to consider similar investment strategies, as the financial sustainability of winter sports comes under increasing pressure.
This announcement follows a growing trend of private investment discussions in elite winter sports. In late 2024, CVC Capital Partners approached FIS with a $420 million investment proposal, offering to acquire a 20% stake in the commercial rights of various disciplines, including Alpine skiing, snowboarding, and cross-country skiing. Although FIS ultimately rejected the offer, citing sufficient financial reserves, the discussions highlighted the rising interest from institutional investors in winter sports.
If US Ski & Snowboard moves forward with private investment, the funds could be strategically allocated to modernize athlete training programs, invest in state-of-the-art coaching facilities, and enhance research in performance technology. There is also potential for greater commercial partnerships, expanding the organization’s ability to attract sponsorships, develop digital engagement strategies, and create new revenue streams. However, Goldschmidt emphasized that any investment deal would need to be structured to maintain governance independence, ensuring that the sport’s integrity and long-term athlete development remain protected.
Beyond immediate financial benefits, this move could signal a wider transformation in how elite winter sports are funded. Other national governing bodies are already exploring private equity funding, recognizing the need for alternative revenue sources in an increasingly commercialized sports landscape. Should US Ski & Snowboard successfully integrate private investment into its financial model, it could set a precedent for other Olympic and international sports organizations, reshaping the funding structure of high-performance sports on a global scale.