Five Olympic Sports Unite for Innovative Marketing Collective to Boost Revenue

A New Era for U.S. Olympic Sports

Five U.S. sports national governing bodies—USA Fencing, US Squash, USA Cycling, US Sailing, and USRowing—are joining forces to create a marketing collective aimed at maximizing commercial and media rights. This initiative will allow them to pool their resources and share revenue based on membership counts.

Strategic Leadership

The collective has appointed Stephanie Borges, a seasoned executive from Six Flags Entertainment, as the primary dealmaker. With a strong background in sports and ownership of the Greenwich Panthers from the National Squash League, Borges is expected to drive the collective's success. US Rowing will take the lead as the chair member, ensuring strategic decisions are made collaboratively.

A Symbiotic Relationship

Despite differences in revenue generation and competition venues, the sports share a commonality: they are popular in affluent communities. This relationship will facilitate partnerships with luxury brands and wealth management groups, helping to diversify funding sources beyond local equipment producers. Such partnerships could provide financial stability during downturns or controversies.

Collective Strength

Together, these NGBs represent approximately 350,000 members, significantly enhancing their appeal to potential sponsors. The collective will also share best practices and contacts, paving the way for joint events in major U.S. cities, complete with linked ticket and merchandise sales. "Alone, it’s just not big enough for one single brand, but with five NGBs, suddenly it becomes worthwhile," says Andrews.

Financial Insights

In terms of revenue, USA Cycling leads with $57.4 million from 2020 to 2023, while US Rowing, USA Fencing, US Sailing, and US Squash follow with revenues of $51.8 million, $47 million, $45.2 million, and $38.2 million, respectively. Each organization has historically relied on different funding sources, with some more dependent on sponsorships.

Future Expectations

The NGBs anticipate additional funding through grants from the United States Olympic and Paralympic Committee (USOPC), which is working on major deals for the 2028 Summer Olympics in Los Angeles. While this could complicate individual sponsorship agreements, the collective aims to leverage its size to secure better deals.

Adapting to Change

The formation of the United Sports Collective comes after US Sailing's recent restructuring and revenue challenges. Despite the risks associated with a new sponsorship model ahead of the Olympics, Andrews remains optimistic, stating, "We’re stronger together."