U.S. Ski & Snowboard Sign Content Partnership with The Whistle

The Whistle, a youth sports digital programmer, has signed a multi-year partnership with the U.S. Ski & Snowboard Association to develop a series of original video programming.

The Whistle will also supply an undisclosed upfront investment to build up video infrastructure for the deal, and there is also a revenue sharing component. Content will appear on The Whistle’s various distribution platforms, including online, mobile, YouTube and via connected gaming consoles.

“We are particularly enthused about the commitment to original material here,” said The Whistle co-Founder & CMO Jeff Urban. “This will enable us to particularly tailor the content and showcase the personalities of these talented athletes.”

Content will also veer into sport science, and nutrition and wellness. The USSA historically has not spent much time directly targeting The Whistle’s target demo of youth aged 8-14, despite a large population of kids among its participant membership base.

“This organization has never targeted this age group like we will through this deal,” said USSA CMO Mike Jaquet.