U.S. Ski & Snowboard’s HERoic Initiative Expands with New Partners, Becomes Team USA HERoic presented by Lilly
Eli Lilly and Company Becomes Presenting Partner of Team USA HERoic, Amplified Across Seven National Governing Bodies Through the Olympic & Paralympic Winter Games Milano Cortina 2026
Park City, UT (Nov. 17, 2025) – U.S. Ski & Snowboard officially announces the expansion of its women’s initiative, HERoic, to include seven National Governing Bodies (NGBs), becoming the Team USA HERoic for the 2025-26 season. Lilly becomes the presenting partner of the platform, supporting seven winter NGBs. This partnership provides financial support for the U.S. Ski & Snowboard organization and increases visibility for the U.S. Ski & Snowboard HERoic initiative through the 2025-26 season.
U.S. Ski & Snowboard’s HERoic Initiative was launched in 2022, with a focus on celebrating and empowering women in skiing and snowboarding. Since the inception of HERoic, U.S. Ski & Snowboard has increased the number of women coaches under the organization's 10 teams, hosted numerous women-centered panels at various World Cup events, established the Stifel HERoic Cup, a $50,000 prize awarded to the best woman alpine World Cup racer during the 2024-25 season at U.S. World Cup races, and more. With the collaboration between Team USA and Lilly, HERoic will now be an official campaign to celebrate women athletes when they qualify for the Olympic and Paralympic Winter Games Milano Cortina 2026.
“We are excited about partnering with Team USA and Lilly to expand HERoic to include more of the winter NGBs going into the Games,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “HERoic has been an important initiative for us, one that we are continuing to invest in, and this is a further step in broadening its impact. We are looking forward to showcasing the amazing women across Olympic & Paralympic winter sports this upcoming season. We are grateful for Team USA and Lilly’s support.”
“Lilly is proud to support the Team USA HERoic platform that celebrates and uplifts women in sport and provides them the visibility they deserve,” said Jennifer Oleksiw, Global Chief Customer Officer and Group Vice President, Lilly. “HERoic has already made a meaningful impact, and together we can help accelerate that momentum for women skiers and snowboarders as they prepare for Milano Cortina 2026.”
Lilly will receive prominent broadcast integrations, venue signage and social media activations with U.S. Ski & Snowboard and Team USA.
ABOUT U.S. SKI & SNOWBOARD
U.S. Ski & Snowboard is the Olympic and Paralympic National Governing Body of ski and snowboard sports in the USA, based in Park City, Utah. Started in 1905, the organization now represents nearly 240 elite skiers and snowboarders competing on 10 teams, including the Stifel U.S. Ski Team: alpine, cross country, freestyle moguls, freestyle aerials, freeski, nordic combined, Para alpine and ski jumping, the Toyota U.S. Para Snowboard Team and Hydro Flask U.S. Snowboard Team. In addition to the elite teams, U.S. Ski & Snowboard also provides leadership and direction for tens of thousands of young skiers and snowboarders across the USA, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers and fans, U.S. Ski & Snowboard is committed to the progression of its sports, athlete success and the value of team. For more information, visit www.usskiandsnowboard.org.
ABOUT LILLY
Lilly is a medicine company turning science into healing to make life better for people around the world. The company has been pioneering life-changing discoveries for nearly 150 years, and today their medicines help tens of millions of people across the globe. Harnessing the power of biotechnology, chemistry and genetic medicine, its scientists are urgently advancing new discoveries to solve some of the world's most significant health challenges: redefining diabetes care, treating obesity and curtailing its most devastating long-term effects, advancing the fight against Alzheimer's disease, providing solutions to some of the most debilitating immune system disorders and transforming the most difficult-to-treat cancers into manageable diseases. With each step toward a healthier world, Lilly is motivated by making life better for millions more people. That includes delivering innovative clinical trials that reflect the diversity of our world and working to ensure its medicines are accessible and affordable