Five US Olympic sports create combined sponsorship offering: United Sports Collective will allow brands to agree deals across cycling, sailing, squash, rowing and fencing.
The national governing bodies (NGBs) for cycling, fencing, rowing, sailing and squash in the US have formed a strategic partnership to sell sponsorships together.
Confirmed:
- USA Cycling, USA Fencing, USRowing, US Sailing and US Squash to collaborate commercially under ‘United Sports Collective’ banner
- New pact aims to offer partnership opportunities across multiple sports, including experiential activations, digital campaigns and high-profile events
Context:
According to an official release, this partnership marks the first time ‘five premier USA NGBs have formed a collaborative and strategic partnership’. It will see all five organisations unify their commercial rights to establish a singular platform where they can agree deals.
The NGBs will still be able to sell their own sponsorships but this collective will look to capitalise on their combined reach, which includes 350,000 members and thousands of sanctioned events.
The union also comes ahead of the Los Angeles 2028 Olympics, which all five sports will be part of. Squash is one of the new additions for the next edition of the Games.
Comment:
“We’re thrilled to unite under this powerful collective,” said Phil Andrews, chief executive of USA Fencing. “With our combined strengths, what we’re offering is an unprecedented opportunity to engage a dedicated audience [of] 350,000 families spread across the country, with similar demographics – families who value personal development, sportsmanship, and excellence.”
Amanda Kraus, chief executive of USRowing, added: “We’re excited to work alongside these innovative national governing bodies to form the United Sports Collective. This collaboration amongst flourishing sports organisations will create a commercially attractive offering for partners seeking the opportunity to activate their brands across a vast community of sports families in the US.”