U.S. Ski & Snowboard, U.S. Army Expand Media Partnership Ahead of 2026 Olympic and Paralympic Games

U.S. Ski & Snowboard and the U.S. Army, which entered a partnership in October 2025, have expanded their relationship to include national commercial placements during the 2026 Milano Cortina Olympic Winter & Paralympic Games. The original partnership made the U.S. Army the official armed forces partner of U.S. Ski & Snowboard, honoring the force’s 10th Mountain Division and its distinguished legacy, which led to the creation of America’s modern ski and snowboard industry.

AEMO is the U.S. Army's national marketing, marketing research and analysis, and accessions analysis organization. AEMO develops innovative and effective ways to connect with the American public to make the Army more accessible and understood, increase awareness of both the benefits and value of Army service, and motivate the most qualified candidates to choose the Army as their service of first choice. For more information on Army careers, visit: www.goarmy.com

The partnership includes social content highlighting the historical connection between the U.S. Army’s 10th Mountain Division and the ski industry, featuring Stifel U.S. Alpine Ski Team athletes Breezy Johnson and Bella Wright and Stifel U.S. Cross Country Ski Team athlete Rosie Brennan, as well as three current 10th Mountain Division Soldiers.

Following strong storytelling and production quality led by U.S. Ski & Snowboard and supported by Highlanders Creative, the U.S. Army and U.S. Ski & Snowboard selected the pieces to be adapted into official U.S. Army commercials. The spots will now air as part of Olympic and Paralympic broadcast programming during the Milano Cortina 2026 Games.

“The expanded media placement marks a significant milestone in our partnership,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “Being able to broadcast the stories captured between our athletes and 10th Mountain Division Soldiers during the world’s largest winter sports event is fantastic, and with it, we’re able to show the shared history of our military service and elite winter sports to new audiences.”

"We are proud to bring awareness to the Army's legacy in elite alpine combat at a time when all eyes are on Italy and winter sports," said Brig. Gen. Matthew W. Braman, Army Chief Marketing Officer, who served as the Deputy Commanding General for the 10th Mountain Division from 2022-24. "As we celebrate the Army’s past achievements, we also cheer on our Soldier athletes who qualified for the Games as they seek to make history in this region once again."

The placements will air across major NBC broadcasts for the Milano Cortina Olympic & Paralympic Winter Games.