The US Ski & Snowboard Association (USSA) has agreed a partnership with content producer The Whistle.
The deal will see The Whistle create a range of new video and other content aimed at young people, with an introduction to the various ski and snowboard disciplines as well as a focus on matters such as sports science, nutrition and wellness. This will be available on online and mobile platforms and on The Whistle's YouTube channel.
Financial terms were not released but SportsBusiness Daily revealed that The Whistle would put up initial production costs, while the USSA would take a small equity stake in The Whistle before entering into a revenue-sharing agreement.
USSA chief marketing officer Mike Jaquet was enthusiatic about the change to reach The Whistle's core demographic of eight to 14-year-olds, saying: "This organisation has never targeted this age group like we will through this deal."
The Whistle has similar agreements in place with the likes of the NFL, PGA Tour, US Soccer and Nascar.