How to Support U.S. Skiers During More Than Just the Olympic & Paralympic Season

Leann Bentley is the Communications Manager & Press Officer for the U.S. Ski & Snowboard Team.

She not only shares the stories of your favorite ski and snowboard-athletes but acts as a compassion, advisor and guide through media for U.S. Ski Athletes on the World Cup and at Championships.
*Photo: Gretchen Powers Film*

In a country of more than 330 million people – home to some of the most successful Winter Olympic & Paralympic athletes in history – elite skiing and snowboarding remain surprisingly niche sports. While the U.S. dominates headlines across major leagues, winter sport athletes often occupy a different category of awareness. So the question is: how do we support our professional skiers and snowboarders, especially in a year when the world turns its attention to the Olympic and Paralympic Winter Games in Milano Cortina?

First, some context: most Americans only hear about U.S. Ski & Snowboard athletes every four years – despite the fact that they compete nearly every weekend from November through March on the FIS World Cup circuit. It’s especially surprising considering how popular skiing and snowboarding are in the U.S., with more than 20 million Americans frequenting the ski resorts around the country.

This low engagement has real consequences. Unlike athletes in franchises like the NFL or NBA, professional skiers rely heavily on their National Governing Body (like U.S. Ski & Snowboard), personal sponsorships and partner support to fund training, travel, coaching staff and equipment. Their careers — and the strength of our national teams — depend on visibility. And visibility starts with all of us tuning in.

Bentley with Jessie Diggins at the 2025 Trondheim World Championships
*Photo: Gretchen Powers Film*

How to Tune In

Watch the Races

World Cup events are streamed live every weekend on skiandsnowboard.live (this platform is not owned by U.S. Ski & Snowboard), Outside, NBC, and more — featuring everything from cross country and alpine to ski jumping, aerials, and slopestyle. And, all event results are live on the FIS app, including BTS content, articles and more. Check here for more information on how to watch the races by scrolling down and checking out the broadcast schedule.

Engage on Social Media

Social media is where most people stay connected to sports today. Social media is how many people get their news nowadays, and U.S. Ski & Snowboard, FIS, TeamUSA and all of our athletes are chronically online. Following and interacting with athletes not only keeps you informed — it also boosts their visibility and value to brands. This is easily the best way to stay connected, straight from the source (the athletes).

Bentley taking the famous Post-Podium Team Photo at the 2025 World Champs
*Photo:* *@leannbentley*

Simple Ways to Support Athletes

Follow them on social media – get to know the person behind the bib. Whether it's on Instagram, TikTok or even YouTube. Trust me, they’re people just like us, and it’s always entertaining to get to know them through their eyes.
Buy athlete-supported merchandise – like sweatshirts from Ben Ogden, Skida prints with Julia Kern and Gus Schumacher, or mittens from Rosie Brennan.
Show up to U.S. World Cup events – including the Stifel Lake Placid Finals in March 2026, when the world’s best cross country skiers will finish their season on American snow (you won’t want to miss it. Buy tickets HERE!)

Bentley working at the 2025 World Champs
*Photo: Gretchen Powers Film*

When fans follow athletes, watch their races, buy the gear they endorse and pack U.S. World Cup venues, they directly support athletes’ ability to continue competing. Engagement creates commercial value – and commercial value keeps athletes on the start line.

Skiing and snowboarding in the U.S. don’t struggle from a lack of talent – our athletes prove that on the World Cup stage every single weekend. What we need is a stronger connection between the athletes who dedicate their lives to racing and the fans who love winter, the mountains and this sport.

Let’s make sure our support isn’t limited to Olympic & Paralympic moments. Together, we can help U.S. skiers and snowboarders – not once every four years, but every single season.