USSA launches new marketing direction

Posted By: The Ski Channel on April 23, 2010 11:30 am

On Tuesday, U.S. Ski and Snowboard Association President and CEO Bill Marolt named Andrew Judelson to the newly-created position of chief revenue and marketing officer. This is Marolt’s move to re-form the management of marketing and revenue to better support athletic programs.

Judelson is a very experienced and accomplished sports marketing executive, having been in the business for 18 years. Most recently, he was the chief marketing officer for Sports Illustrated Group. He also spent eight years with the NHL, where he rose to senior vice president of corporate sales and marketing. He also worked closely with the USSA while a manager of corporate sponsorships and events for Sprint in the mid ’90s.

“Over the years our athletes have benefited from a strong sales and marketing effort that has provided revenue for athletic programs and great awareness of our U.S. Ski Team and U.S. Snowboarding brands,” said Marolt. “With the recent success of our athletes in Vancouver, the USSA is uniquely positioned to capitalize on this opportunity through a dramatic and innovative structural change in our approach to revenue production and marketing.”

Judelson’s strengths come in the form of creating awareness of sports properties and generating incremental revenue. In his new role, he will be responsible for all of the USSA’s revenue production outside of the Foundation’s private giving programs. He will also oversee communications, public relations and events as well as traditional and digital media, social media and mobile, and other projects to market the USSA’s brands.

“In creating this broad new role in our company, we sought someone who had deep experience in traditional marketing plus the spirit and creativity to take advantage of new media,” said Marolt.

“The U.S. Ski Team and U.S. Snowboarding are premier sports brands,” said Judelson. “Through our marquee athletes and major events we will continue building those brands while developing new properties, platforms, and partner specific solutions to extend them to the 18 million recreational skiers and snowboarders to both drive incremental revenue to fund athletes and to help grow the sport.”

Judelson will bring a track record of success in development of digital channels for partners and sees opportunities for the USSA’s brands to serve as more of a voice or portal for skiing and snowboarding. “The key is to leverage our athletes, their unprecedented success and existing portfolio of assets and while developing new, innovative digital, social and mobile channels,” he said.