The governing bodies of US cycling, sailing, rowing, fencing and squash have combined sports sponsorship efforts under one entity, United Sports Collective (USC).
This marks the first time a group of national governing bodies – in this case USA Fencing, US Squash, USA Cycling, US Sailing and USRowing – have embarked on a strategic initiative around sports sponsorships.
USC will be tasked with connecting corporate partners with the five sports, which do not typically benefit from the same level of exposure as other sports like American football or baseball.
“We’re thrilled to unite under this powerful collective,” said Phil Andrews, CEO of USA Fencing.
“With our combined strengths, what we’re offering is an unprecedented opportunity to engage a dedicated audience of 350,000 families spread across the country, with similar demographics — families who value personal development, sportsmanship, and excellence.”
The new initiative has not discussed its strategic approach in great detail, unsurprising given that it is still in its very early days. It has stated though that it will focus on engaging sponsors with diverse partnerships like experimental activations, digital campaigns and high-profile events.
As with other nations, fencing, squash, cycling, sailing and rowing are relatively niche sports in the US in terms of general TV and online viewership, commercial sales and spectator attendance.
However, they are also huge participant sports at both the amateur and professional levels, and still benefit from prominent exposure at some major international events. The Toure de France is perhaps the best example for cycling, while the Olympic games every four years shines the spotlight on all four sports.
“Like many sports, rowing will have seen increased interest and participation following the Olympics, helping to inspire the next generation of rowers,” Richard Phelps, Chair of the Henley Royal Regatta, one of the UK’s biggest rowing events, told Insider Sport last week.
As the sports calendar progresses and the biggest events of the year come around for the five governing bodies, prospective sponsors may expect extensive engagement and proposals from USC.
“We’re excited to work alongside these innovative national governing bodies to form the United Sports Collective,” said Amanda Kraus, CEO of USRowing.
“This collaboration amongst flourishing sports organizations will create a commercially attractive offering for partners seeking the opportunity to activate their brands across a vast community of sports families in the US.”
