iHeartMedia Expands Sports Audio Strategy With U.S. Ski & Snowboard Partnership
iHeartMedia, the world’s largest audio company, has officially extended its rapidly growing sports audio strategy into skiing and snowboarding, announcing a major new partnership with U.S. Ski & Snowboard. The deal positions iHeartMedia as the official radio and podcast media partner of the national governing body, marking a significant evolution in how winter sports are marketed, consumed, and amplified through audio-first platforms.
The collaboration underscores a broader shift in sports media—where audio storytelling, podcasts, and streaming platforms are becoming central to fan engagement, athlete visibility, and brand growth.
For years, iHeartMedia has dominated the audio sports ecosystem through partnerships with leagues such as the NFL and NHL, as well as through its expansive podcast network and radio syndication. This new deal signals a deliberate expansion into winter action sports, a sector with a younger, digitally native audience and strong cultural influence.
Under the agreement:
iHeartMedia becomes the official audio media partner of U.S. Ski & Snowboard
iHeart receives title sponsorship rights to one of the organization’s most important development platforms
The partnership spans grassroots development to elite World Cup competition
This strategic alignment places iHeartMedia at the center of winter sports storytelling in the United States.
The iHeart Rev Tour: Rebranding a Pipeline to Elite Competition
One of the most significant outcomes of the partnership is the renaming of the U.S. Revolution Tour to the iHeart Rev Tour.
What Is the Rev Tour?
The Revolution Tour is widely regarded as:
The premier development series for U.S. freeskiing and snowboarding
A critical bridge between amateur competition and elite-level events
A launching pad for athletes who go on to compete at World Cups, X Games, and the Olympics
By attaching its brand to the Rev Tour, iHeartMedia is making a long-term investment in the future of winter sports talent, not just top-tier events.
Why This Matters
Development-level competitions often struggle for mainstream exposure
Audio coverage and podcast storytelling can humanize athletes early in their careers
Fans gain deeper emotional connections before athletes reach superstardom
This approach mirrors iHeart’s broader strategy of building fandom from the ground up.
World Cup Stage: iHeartMedia Heads to Lake Placid
The partnership also includes a major presence at the elite level of international competition.
Stifel Lake Placid Freestyle Cup
At the FIS Freestyle World Cup level:
iHeartMedia becomes the presenting partner of the Stifel Lake Placid Freestyle Cup
The event takes place January 11–12, 2026
The competition features aerials, one of freestyle skiing’s most technically demanding disciplines
Lake Placid—an iconic venue with deep Olympic history—offers a powerful backdrop for iHeart’s winter sports expansion.
Amplifying the Sport Through Audio
At the heart of the partnership is iHeartMedia’s ability to scale exposure through audio.
What iHeartMedia Brings to the Table
National radio reach across hundreds of stations
One of the world’s largest podcast distribution platforms
Streaming audio integration for live and on-demand content
Athlete storytelling beyond traditional broadcast formats
From competition recaps and athlete interviews to behind-the-scenes podcasts, the partnership opens the door to new forms of winter sports engagement.
Executive Voices: Why This Partnership Matters
Michael Biondo, President of Business Development & Strategic Partnerships, iHeartMedia
“This partnership with U.S. Ski & Snowboard reflects iHeartMedia’s commitment to fueling the future of sport by connecting fans with the athletes and moments that define competition at every level,” Biondo said.
He added that iHeartMedia is proud to support both emerging athletes and world-class competition, using the power of radio, podcasts, and streaming audio to introduce winter sports to broader audiences.
Sophie Goldschmidt, President & CEO, U.S. Ski & Snowboard
Goldschmidt emphasized the global reach and cultural impact of iHeartMedia, noting that the partnership enables U.S. Ski & Snowboard to connect with entirely new audiences.
“Their work in sports is impressive,” she said. “We are thrilled about their support of our key development events and at the World Cup level, and we’re excited to see what we can achieve together.”
Why Audio Is the Future of Sports Media
This partnership reflects a larger industry trend: audio is no longer secondary to video.
Why Sports Audio Is Growing Fast
Podcasts allow for long-form storytelling
Fans consume audio while commuting, training, or traveling
Athletes can share authentic stories without broadcast constraints
Audio creates deeper emotional connections
For action sports like skiing and snowboarding—where culture, lifestyle, and personality are central—audio is a particularly powerful medium.
A Proven Sports Partnership Playbook
iHeartMedia’s move into winter sports builds on a proven strategy.
Previous Major Sports Partnerships Include:
NFL – Team and league-level audio integrations
NHL – League partnerships and team-focused audio content
NBCUniversal – Exclusive audio partner for the Milano Cortina Winter Olympic Games
As part of the Olympics deal, iHeartMedia provides:
Audio support for NBCUniversal’s Olympic coverage
Original Olympic-themed podcasts
Athlete-driven storytelling across platforms
The U.S. Ski & Snowboard partnership fits seamlessly into this ecosystem.
What This Means for Athletes
For skiers and snowboarders, especially those early in their careers, the partnership offers:
Increased visibility beyond competition results
Opportunities for personal brand building
Platforms to share their journeys, struggles, and successes
Access to mainstream audiences earlier than ever before
In a sport where sponsorships and exposure can define career longevity, this added media layer is critical.
Impact on Fans and the Winter Sports Community
Fans stand to gain a richer, more immersive experience:
Deeper insights into athlete preparation and mindset
Coverage of development-level events rarely shown on TV
Year-round engagement beyond competition weekends
Easier access through audio-first platforms
The result is a more connected and informed fan base.
A New Chapter for Winter Sports Media
By combining the cultural reach of iHeartMedia with the competitive legacy of U.S. Ski & Snowboard, the partnership represents a modern blueprint for sports promotion.
It’s not just about broadcasting results—it’s about telling stories, building athletes, and growing communities.
As winter sports continue to compete for attention in an increasingly crowded media landscape, audio may prove to be the most powerful differentiator of all.
