Crown Sports United Announces Partnership with Dragon Alliance for U.S. Ski and Snowboard Association

Sacramento, Calif. – Today, Crown Sports United (Crown Sports) announced a partnership agreement with Dragon Alliance for U.S. Ski and Snowboard Association (USSA) events. As part of the deal, Dragon Alliance will serve as an eyewear partner for the USSA and will have a strong activation presence at several USSA events, notably the Sprint U.S. Grand Prix at Mammoth Mountain and Park City Mountain Resort and the USANA International Cross Cup at Squaw Valley. The agreement includes integration of signage, on-site marketing space, in-event promotion, video content on broadcast and in-event, and promotion on USSA social media channels.

“We are pleased to partner with two market leaders and provide them exceptional and innovative sponsorship opportunities under Crown Sports,” said Sacramento Kings Chief Revenue Officer and Crown Sports Executive Jeff David. “We believe this relationship will create significant opportunities to expand the reach of both brands regionally and nationwide.”

Dragon Alliance, a subsidiary of Kings partner VSP Global®, develops diversified eyewear primarily in surfing and snow sports. As the industry leader in snow optics advancement, Dragon is rooted in innovation, technical design and producing a product that meets the supreme performance standards of world class athletes, while remaining connected to core retailers and consumers.

"With revolutionary technology like the first fully frameless snow goggle and our new Swiftlock Lens Change System, we constantly strive to enhance the experience of being in the mountains,” said Dragon Alliance Founder and Chief Executive Officer Will Howard. “We are excited to leverage this opportunity with Crown Sports to engage more fully with USSA supporters and the winter recreation community.”

Held at Squaw Valley from March 4-8, the USANA International Cross Cup will host an Audi FIS Skicross World Cup and FIS Snowboard World Cup. This will be the first time the International Ski Federation has brought a World Cup event to Squaw Valley since the FIS Alpine World Cup in 1969. The event will be broadcast nationally on NBC and NBCSN.

“Crown Sports has placed us in a prime opportunity to grow our sponsorship and marketing assets,” said USSA Chief Marketing Officer Michael Jaquet. “Their support and development of our brand has increased our ability to showcase USSA events and enhance our efforts to bring the right properties to build locally and globally.”

Under an agreement with the USSA, Crown Sports serves as a sales agent for the USSA’s major U.S. Snowboarding and U.S. Freeskiing events. The deal includes global sponsorship sales representation to market and sell property and intellectual rights within the USSA portfolio. 


About Crown Sports United:Established in 2014, Crown Sports United (Crown Sports) is the sales and consulting branch of Sacramento Basketball Holdings, LLC that provides clients and partners with a full service approach to sponsorship development and brand building. The Sacramento Basketball Holdings, LLC portfolio includes the Sacramento Kings, Sleep Train Arena, the downtown Sacramento Entertainment and Sports Center (ESC), and Crown Sports. Sacramento Basketball Holdings, LLC focuses on upholding the implementation of the “NBA 3.0” philosophy by utilizing cutting-edge technology to enhance the fan experience, acting as a positive agent of change in the community and expanding the organization’s global brand. Media contact: Monica Sharma, msharma@kings.com

About U.S. Ski and Snowboard Association (USSA):Established in 1905, the U.S. Ski and Snowboard Association (USSA) is the national governing body of Olympic skiing and snowboarding. It is the parent organization of the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing. Developed to facilitate participation in national and international competition, the Olympic sports organization provides structure for competitive skiing and snowboarding. From grassroots programs to governance of sport, management of rules, competitions and athletic rankings, the USSA oversees athletic pipelines for development in the sports. Media contact: Caitlin Furin, cfurin@ussa.org

About Dragon Alliance:Established in 1993, Dragon began as an idea in a garage. The idea: to build a performance product that worked for riders and embodied the spirit of our lifestyle. Twenty years later, we have stayed true to our mission by producing goggles with award winning innovation and supporting riders that know there is nothing more important than a great day in the mountains with good friends. Distributed in over 40 countries, Dragon Alliance is a subsidiary of VSP Global®, an industry-leading business that brings the highest quality eye care and eyewear products to help people see around the globe. Media contact: Kyle Martin, kyle.martin@dragonalliance.com