USSA Wants Fans Looking Into ‘Snow Globe,’ Events on YouTube

This is the USSA"s offical Snowboarding logo.

(from Sports Business Journal, November 6, 2012) “If we can get one hard-core fan to be psyched on what we’re doing, it will grow from there,” said  Michael Jaquet, the U.S. Ski and Snowboard Association’s (USSA) Chief Marketer. He was talking about the USSA’s newest idea, to partner with YouTube and launch their own channel on the social media site. The channel will show live event coverage, as well as a weekly highlight and lifestyle show.

The channel will make its debut on November 14, with weekly highlight videos and a lifestyle show called “Snow Globe.” The show will be produced by Echo Entertainment. USSA branded the channel called USSA Network. The channel will provide an hour of original content, along with 6-12 videos a week. The hour long show will include athlete interviews from the U.S. snowboard, freeskiing, ski, freestyle, and other teams, and offer a roundup of results. Current issues in the ski industry and topics fans are discussing will be addressed and behind-the-scenes footage will be shown.

USSA is joining USA Gymnastics, USA Wrestling, and other national governing bodies to strike a formal agreement with YouTube. In the agreement, USSA is allowed to protect 10 sponsorships. The revenue from the show including the ads YouTube’s sales team will sell will be split evenly between both parties. The USSA’s production costs however, will not be covered by YouTube. The estimates for those costs are in the low six figures.

On December 1, USSA will air one of the biggest events, the Super G competition. This, along with 9 other channels, will be airing live on the USSA Network. The live event coverage will consist of feature announcers and a graphics package. Some magazines such as Ski, Powder, and Snowboarder have agreed to put the USSA Network YouTube player on their websites. This has the hopes to drive traffic to the channel. Jaquet finished by saying, “Eventually, once we get this thing going and YouTube sees the value of it and sees us pumping away content and drawing fans, I believe they’ll be opportunistic from a production budget standpoint.”