Zach Miller of the United States seen during Para Snowboard Banked Slalom Training at Tofane Alpine Skiing Centre on March 12, 2026 in Cortina d’Ampezzo, Italy.
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U.S. Ski & Snowboard and Toyota are expanding their partnership, with Toyota becoming the title partner of the organization’s U.S. Snowboard Team through 2028.
The entitlement agreement will put Toyota’s name on all teams under the U.S. Snowboard Team umbrella, including halfpipe, slopestyle, big air, snowboard cross and Para snowboard.
In 2023, Hydro Flask became the first title partner in the U.S. Snowboard Team’s history in a three-year agreement that ran through the 2026 Milan Cortina Winter Olympics.
Toyota has had a relationship with U.S. Ski & Snowboard since 2016, initially serving as the organization’s Official Automotive and Mobility Partner through 2019. In 2021, Toyota became the title sponsor of the U.S. Grand Prix series, the U.S. Alpine Championships and the U.S. Freestyle Championships, as well as a presenting partner for Visa Big Air events.
(L-R) Alessandro Barbieri of Team USA, who finished in third place, and Madeline Schaffrick of Team USA, who finished in second place, pose for a photo on the podium following their respective Aspen Snowmass Snowboard Halfpipe Finals during the Toyota US Grand Prix 2026 in Aspen, Colorado.
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But the brand’s support has gone deeper than entitlement. Toyota has partnered with individual athletes across U.S. Ski & Snowboard’s 12 sports and provided them with vehicles and support in and outside of competition.
In 2024, when U.S. Ski & Snowboard brought its Para disciplines back under the organization’s umbrella, Toyota became the title partner of the U.S. Para Snowboard Team.
The deal marks the first time the U.S. Snowboard Team and U.S. Para Snowboard Team have shared the same title partner. “As a Para athlete, it’s a historic moment to finally wear the same badge as our able-bodied counterparts,” said two-time world champion Para snowboarder Zach Miller.
That umbrella now includes Olympic and Paralympic gold medalists Noah Elliott (Para snowboard), Chloe Kim (halfpipe), Nick Baumgartner (snowboard cross) and Red Gerard (slopestyle), among many others.
The expanded arrangement comes as U.S. Ski & Snowboard has continued to increase the use of corporate naming rights across its national teams since President and CEO Sophie Goldschmidt came aboard in 2021.
Goldschmidt’s focus on visibility and athlete marketing has continued to make the organization attractive for investment, and that financial support, in turn, allows U.S. athletes to more competitive on the world stage. From training to travel and gear, snowboarding is an immensely expensive sport to pursue professionally.
The expanded Toyota partnership is more than another sponsorship, however. With Toyota now attached to both programs, the U.S. Snowboard Team and U.S. Para Snowboard Team will share a title partner for the first time, giving the organization a single commercial identity across its elite snowboard disciplines.
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