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Stifel Expands Partnership with U.S. Ski & Snowboard to Further Support Alpine Athletes at All Levels

By Leann Bentley
January, 16 2023

PARK CITY, Utah (Jan. 17, 2023) – U.S. Ski & Snowboard and Stifel Financial (“Stifel”) (NYSE:SF) announced today a broadening of its partnership to include the sponsorship of a number of elite-level and development events, as well as new and enhanced financial awards for top performers.

Under the terms of the agreement, the Stifel-U.S. Ski & Snowboard partnership now includes:

  • World Cup Naming Rights: In a season with the most World Cups on U.S. soil, Stifel now has naming rights of three FIS Ski World Cup alpine events in the United States, becoming the title sponsor of the Stifel Palisades Tahoe Cup and Stifel America’s Downhill at Aspen, and the Stifel Killington Cup.
  • Stifel U.S. Alpine Series: The partnership debuts the Stifel U.S. Alpine Series, which encompasses a series of U.S. alpine events from development to elite levels, including the U.S.-based World Cups, the Stifel Success NorAm Tour and Toyota U.S. Championships presented by Stifel. 
  • Increased Prize Money: The partnership also includes the addition of prize money for American podium finishers at the Stifel Success NorAm Tour and increased prize money for American podium finishers at the Toyota U.S. Alpine Championships. 
  • Stifel Alpine Awards: Stifel is now the title sponsor of the Rookie of the Year, Most Improved Athlete, Best Comeback, Athlete of the Year and Coach of the Year awards, and the firm will provide monetary gifts for alpine athletes and coaches as part of the re-named awards.

“We are very excited to have Stifel’s financial support for our alpine program, from the title sponsorship of three U.S. World Cups to increasing prize money for our athletes,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “The announcement of the naming of the Stifel U.S. Alpine Ski Team beginning this season through 2026 was the most significant alpine partnership in U.S. Ski & Snowboard history and we could not be more thrilled to already be building upon the initial relationship. Having Stifel’s support allows us to invest further in multiple areas moving forward.” 

The new partnership marries two brands that share common values, including precision, success and partnership. As the title sponsor of the Stifel Success U.S. NorAm Tour and the presenting partner of the Toyota U.S. Alpine Championships presented by Stifel all the way up to the World Cup level, Stifel is committed to supporting athletes at every milestone of their careers, helping them find the tools to be successful in their futures. 

“Stifel is a firm where success meets success,” said Stifel Chairman and CEO Ronald J. Kruszewski. “Since investing in the Stifel U.S. Alpine Ski Team, we have seen incredible success from our U.S. athletes and could not be more thrilled to support all levels of the U.S. Ski & Snowboard alpine programs, as well as the World Cups in the states.”

“Stifel has supported our team immensely this season and is now showing that it is supporting our team and our sport at almost every level,” said 2022 Olympic silver medalist and Stifel U.S. Alpine Ski Team athlete Ryan Cochran-Siegle. “I want to thank Stifel for helping our sport reach new heights at both the development level and elite level.”

The remaining alpine World Cups in the United States will be held on February, Feb. 25-26, 2023 in Palisades Tahoe and March 3-5, 2023 in Aspen. 


About Stifel
Stifel Financial Corp. (NYSE: SF) is a financial services holding company headquartered in St. Louis, Missouri, that conducts its banking, securities, and financial services business through several wholly owned subsidiaries. Stifel’s broker-dealer clients are served in the United States through Stifel, Nicolaus & Company, Incorporated, including its Eaton Partners business division; Keefe, Bruyette & Woods, Inc.; Miller Buckfire & Co., LLC; and Stifel Independent Advisors, LLC; and in the United Kingdom and Europe through Stifel Nicolaus Europe Limited. The Company’s broker-dealer affiliates provide securities brokerage, investment banking, trading, investment advisory, and related financial services to individual investors, professional money managers, businesses, and municipalities. Stifel Bank and Stifel Bank & Trust offer a full range of consumer and commercial lending solutions. Stifel Trust Company, N.A. and Stifel Trust Company Delaware, N.A. offer trust and related services. To learn more about Stifel, please visit the Company’s website at

About U.S. Ski & Snowboard
U.S. Ski & Snowboard is the Olympic National Governing Body (NGB) of ski and snowboard sports in the USA, based in Park City, Utah. Tracing its roots directly back to 1905, the organization represents nearly 200 elite skiers and snowboarders in 2022, competing in seven teams; alpine, cross country, freeski, freestyle, snowboard, nordic combined, and ski jumping. In addition to the fully-funded elite teams, U.S. Ski & Snowboard also provides leadership and direction for tens of thousands of young skiers and snowboarders across the USA, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers, and fans, U.S. Ski & Snowboard is committed to the progression of its sports, athlete success, and the value of team. For more information, visit


U.S. Ski & Snowboard
Courtney Harkins
Director, Marketing & Communications 

Neil Shapiro
Head of Corporate Communications